Marketing digital

Catalogue des cours de Institut Mines-Télécom Business School

Code

MUSF MKT 2202

Niveau

L2

Domaine

Marketing, commercial

Langue

Français/French

Crédits ECTS

2

Heures programmées

18

Coordonnateur(s)

Département

  • Direction des Formations et de la Pédagogie
  • Management, Marketing et Stratégie

Equipe pédagogique

Acquis d'apprentissage

Skills - At the end of this course you will be able to :
- Describe the fundamental principles of Data Driven Marketing
- Schematize a customer journey
- Write in a database the customer-advertiser interactions captured throughout the customer journey.
- Design relevant DB variables for use in direct and digital marketing
- Schematize the SIM BDD back-office processes associated with the customer journey.
- Apply ethical reflexes concerning the use of the customer's personal data, in respect of customer privacy and European legislation.
- On the basis of customer-channel contact data, design relevant database indicators for use in digital marketing in order to increase the customer's commitment as he progresses through the contact points of the customer journey.
- Specify marketing indicators, formulated with sufficient precision for a data scientist or coder to develop them.
- Argue the potential benefits for the company of an investment project in a Data Management Platform.

Contenu

The central pedagogical objective of this course is to enable students to acquire skills specific to the optimization of the customer's experiential customer journey in a Direct, Digital and Data-Driven Marketing context and in the context of the company's IT business platforms (SIM).

Evaluation

Two group projects (20% and 40% of the grade),
A final oral examination - group presentation and questions (40% of the mark).

Approches pédagogiques

Blended learning :
Lectures and group projects on a collaborative digital platform (Smaply.com) dedicated to customer journey design. Group work on two case studies created by the teacher on the platform.
Provision of resources on Moodle.

Programme

Programme Bachelor

Fiche mise à jour le 19/04/2021