Code
MPYF MKT 6433
Level
M2
Field
Marketing, commercial
Language
Français/French
ECTS Credits
2
Class hours
28
Total student load
40
Program Manager(s)
Department
- Management, Marketing et Stratégie
Educational team
Introduction to the module
De la génération de trafic, en passant par la conception et l’optimisation des parcours des visiteurs d’un site web ou d’une application, aucun détail ne doit être oublié pour maximiser les chances de convertir un prospect en client. Parmi les détails qui n’en sont pas, il conviendra naturellement d’envisager le mix marketing (4P) ainsi que les problématiques du cross canal et cross device qui complexifient allégrement la notion même de conversion sans oublier les enjeux de l’attribution, la règle qui définit au préalable le mode de calcul de la conversion.
Learning goals/Programme objectives
- LG1 Being able to extend digital intelligence through its different dimensions
- LG2 Having the ability to manage uncertainty and complexity with accuracy and rigor
Learning objectives/Intended learning outcomes
- 1.2 - Develop digital creativity for the individual and the organizational
- 1.3 - Develop competitiveness in business, and digital sovereignty
- 2.1 - Identify and analyze in depth problems, causes and impacts
- 2.3 - Identify optimal solution(s) and priorities toward implementation
Rubrics
- Comprendre le socle théorique relatif à la conversion et à ses variables explicatives
- Comprendre le socle méthodologique pour concevoir et optimiser une interface digitale
- Comprendre l’expérience utilisateur et les métiers afférents
- Comprendre les processus de design centré utilisateur
Content : structure and schedule
1. Introduction à la conversion (variables explicatives, l’attribution, le crosscanal)
2. Conception d’un site e-Commerce (cadrage stratégique et métier, architecture de l’information et maquettage fonctionnel, gestion de projet jusqu’à la mise en ligne)
3. Optimisation d’un site e-Commerce (Mesure / Webanalytics, Analyses, A/B testing)
4. Génération de trafic (acquisition, fidélisation)
5. Projet UX (recherche, design, test)
Sustainable Development Goals
Education de qualité (4)
Travail décent et croissance économique (8)
Number of SDG's addressed among the 17
2
Learning delivery
Asynchrone
Pedagogical methods
1- Cours magistral
2- Exercices pratiques d'UX
3- Études de cas UX (audit en live d'un site)
4- Pitch
Evaluation and grading system and catch up exams
- Contrôle continu : 50% (exercices pratiques d'UX)
- Contrôle final : 50% (pitch de solutions apportées à l'étude de cas UX)
Dont évaluation individuelle : 60% (ajustement des notes d'études de cas en groupe selon l'implication et la participation individuelle des étudiants).
La note finale peut être ajustée selon la participation individuelle (retard en cours, absence non justifiée en cours, etc.).
CF2 : Étude de cas sur l'UX design
Rattrapage CF2 : En cas de non validation du CF2, une prolongation de scolarité pourrait être prononcée par le jury des études.La note est plafonnée à 12/20.
Module Policies
Professor-Student Communication
● The professor will contact the students through their school email address (IMT-BS/TSP) and the Moodle portal. No communication via personal email addresses will take place. It is the student responsibility to regularly check their IMT-BS/TSP mailbox.
● Students can communicate with the professor by emailing him/her to his institutional address. If necessary, it is possible to meet the professor in his office during office-hours or by appointment.
Students with accommodation needs
If a student has a disability that will prevent from completing the described work or require any kind of accommodation, he may inform the program director (with supporting documents) as soon as possible. Also, students are encouraged to discuss it with the professor.
Class behavior
● Out of courtesy for the professor and classmates, all mobile phones, electronic games or other devices that generate sound should be turned off during class.
● Students should avoid disruptive and disrespectful behavior such as: arriving late, leaving early, careless behavior (e.g. sleeping, reading a non-course material, using vulgar language, over-speaking, eating, drinking, etc.). A warning may be given on the first infraction of these rules. Repeated violators will be penalized and may face expulsion from the class and/or other disciplinary proceedings.
● The tolerated delay is 5 minutes. Attendance will be declared on Moodle during these 5 minutes via a QR code provided by the teacher at each course start.
● Student should arrive on time for exams and other assessments. No one will be allowed to enter the classroom once the first person has finished the exam and left the room. There is absolutely no exception to this rule. No student can continue to take an exam once the time is up. No student may leave the room during an examination unless he / she has finished and handed over all the documents.
● In the case of remote learning, the student must keep his camera on unless instructed otherwise by the professor.
Honor code
IMT-BS is committed to a policy of honesty in the academic community. Conduct that compromises this policy may result in academic and / or disciplinary sanctions. Students must refrain from cheating, lying, plagiarizing and stealing. This includes completing your own original work and giving credit to any other person whose ideas and printed materials (including those from the Internet) are paraphrased or quoted directly. Any student who violates or helps another student violate academic behavior standards will be penalized according to IMT-BS rules.
Textbook Required and Suggested Readings
- Web conversion : Stratégies pour convertir vos visiteurs en clients – 2009 – Editions Dunod –
Thomas Faivre Duboz et Raphaël Fétique
- Le web marketing – 2011 – Editions Dunod – Thomas Faivre Duboz, Antoine Lendrevie et Raphaël Fétique
- Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity – 2009 –
Editions Sybex – Avinash Kaushik
- Always Be Testing: The Complete Guide to Google Website Optimizer – 2009 – Editions Sybex - John Quarto-vonTivadar et Lisa T. Davis
- Ergonomie web : Pour des sites web efficaces – 2011 – Editions Eyrolles – Amélie Boucher et Elie Sloïm
Keywords
UX design, Conversion, Attribution, Webanalytics, A/B test.