Contribution pédagogique du cours au programme

LEARNING GOAL 1 : Students will master state-of-the-art knowledge and tools in management fields in general, as well as in areas specific to the specialized field of management.
Students will identify a business organization’s operational and managerial challenges in a complex and evolving environment.
Students will implement appropriate methodologies to develop appropriate solutions for business issues.
LEARNING GOAL 2 : Students will develop advanced-level managerial skills.
Students will work collaboratively in a team.
LEARNING GOAL 4: Students will study and work effectively in a multicultural and international environment.
Students will analyze business organizations and problems in a multicultural and international environment

Descriptif

Online marketing efforts account today for the major part of the companies’ marketing spends and is estimated to outperform TV in the near future. The Internet opens up many new ways to communicate with potential, current, and former customers. The new media landscape integrates owned, paid, and earned media channels and requires an understanding of marketing communications as conversations: only when the marketers’ communication efforts are interesting, timely, and relevant, consumers will hear and listen to them. Furthermore, earned media – where the customer becomes the channel – means that individuals can amplify the scope of marketing communications by forwarding and sharing messages with peers. Finally, various online platforms enable customers to talk back – a situation that requires marketers to listen in order to improve their efforts. According to the 2015 IBM Global C-Suite Study, major challenges with regards to the firms’ digital environments – such as data explosion, social media, ROI accountability – were identified and marketers today feel still widely underprepared to face those challenges. The course module discusses the concepts of owned, paid, and earned media, and introduces a number of performance indicators to efficiently and effectively measure and manage the firm’s digital marketing and communication efforts. The discussed concepts are applied through several in-class case studies and group exercises. Consequently, the course aims to train future marketers to become educated consumers of information provided by the firm’s IT department (big data, retargeting) and to prepare effective reporting and dashboards for company-wide use.

Organisation pédagogique

Objectifs pédagogiques

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Objectifs de développement durable abordés

Plan / Sommaire

Class 1 Digitalization: customer journey and digital customer experience Class 2 SEO: presence, visibility, and attractiveness Class 3 E-reputation: eWOM, social listening, community management Class 4 Customer data Class 5 In-class case-study discussion and presentation of the group project

Prérequis nécessaires

Connaissances en / Notions clés à maîtriser

This is a master-level course. Attending students should have a robust understanding of the main marketing principles and master the intermediate functions of MS Excel.

Bibliographie recommandée

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Modalités d'évaluation

Liste des modalités d'évaluation

Aucune modalité d'évaluation n'a pour le moment été attribuée à ce cours.