FORMATIONS |
Fiche détaillée d'un cours
 | BRANDS AND SOCIAL MEDIA | ||
2018-2019 | FrIESEG School of Management
(
IÉSEG
)
| ||
Code Cours : | 1819-IÉSEG-M1S2-MKT-MA-EI87UE | MARKETING | |
| Niveau | Année de formation | Période | Langue d'enseignement |
|---|---|---|---|
| Master | 1 | S2 | FrEnglish |
| Professeur(s) responsable(s) | H.SHEN |
|---|---|
| Intervenant(s) | Henry H. SHEN |
- Ce cours apparaît dans les formations suivantes :
- IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS
Pré requis
Traditional Marketing basics
Objectifs du cours
1. Better able to employ different branding tactics to serve branding needs in the digital age
2. Learn how to develop and implement a digital marketing strategy
3. Understand objectives and procedures of web analytics
4. Better improve leadership, teamwork, problem-solving, and communication skills.
5. Analyze and evaluate the relative importance of the cultural element to work in multicultural teams.
6. Produce professional quality documents and make professional quality oral presentations using adapted tools.
Contenu du cours
1. Introduction
2. Marketing in The Digital Age
3. Branding revisited
4. Social Media Platforms
5. Search Engine Marketing
6. Authenticity & User-Generated Content
7. O2O: Online to Offline
8. Class Presentation of Group Project
Modalités d'enseignement
Organisation du cours
| Type | Nombre d'heures | Remarques | |
|---|---|---|---|
| Face to face | |||
| Coaching | 4,00 | ||
| Interactive class | 16,00 | ||
| Independent study | |||
| Individual Project | 10,00 | ||
| Group Project | 20,00 | ||
| Charge de travail globale de l'étudiant | 50,00 | ||
Méthodes pédagogiques
- Case study
- E-learning
- Interactive class
- Presentation
- Project work
Évaluation
A. Case Study 40%
B. Group Project 40%
C. Class Participation 20 %
| Type de Contrôle | Durée | Nombre | Pondération |
|---|---|---|---|
| Continuous assessment | |||
| Participation | 2,60 | 6 | 20,00 |
| Oral presentation | 4,00 | 0 | 40,00 |
| Others | |||
| Group Project | 5,00 | 0 | 40,00 |
| TOTAL | 100,00 | ||
Bibliographie
- eMarketing: The essential guide to marketing in a digital world (5th edition) By Rob Stokes and the Minds of Quirk (2013) -
- • Free PDF on the publisher’s website
-
https://www.redandyellow.co.za/wp-content/uploads/emarketing_textbook_download.pdf
- Kindle Edition on Amazon $26 -
- Harvard Business Review case studies -
* Informations non contractuelles et pouvant être soumises à modification
