Fiche détaillée d'un cours


Voir la fiche établissement



FrIESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)JP.THEVENY
Intervenant(s)Cathy RAMEY

Pré requis

Advanced notions of marketing principles, practices and theories (Porter, BCG...), basic notion of marketing metrics (data driven decision making applied to marketing - e.g. CRM, data mining analytics, statistics), basic knowledge of consumer behavior (i.e. social and psychological influences on purchasing decisions emphasizing implications for marketers' jobs)

Objectifs du cours

At the end of the course, the student should be able to :
Realize short digital marketing projects applied specifically to mobile marketing cases (operational & strategic marketing), have a clear understanding of the impact of mobile IT on the global digital ecosystem and it's future evolutions, identify the key success factors of a mobile marketing action or campaign, analyze mobile marketing data, define m-marketing needs in terms of mobile strategy and m-commerce, evaluate market needs within a fragmented landscape of offerings...

Contenu du cours

This course will provide a framework for understanding mobile IT via an introduction to digital technologies impacting today's marketplace, and with a focus on mobile marketing. It will further provides a stucture basis to help students understand what tomorrow'marketers of the 21st century need to be effective. Topics covers will include:
session 1: introduction to Internet and mobile convergence: a mobile revolution due to a mass usage of the devices? What else?
session 1: mobile marketing practices (mix, ecosystem, business modeling & trends...) & mobile marketing strategies (illustrated with business case studies),
session 2: m-commerce: not all businesses are equal... neither are most world places (will also include a notion of pyscho-geographic cultural filtering to m-commerce and related mobile marketing actions)+ case studies,
session 3: the place of mobile marketing in tomorrow's digital trends 3.0 (from B2C to M2C..., m-social marketing, & the place of influencers, notion of "instant data" marketing, what will be the 21st century m-marketer...)+ case studies.
session 4: final case studies presentations & constructive feedback

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Independent work
Reference manual 's readings3,00  
Research5,00   Market research (will be useful for the course and mainly for the case study work assignment)
Independent study
Estimated personal workload11,00  
Group Project11,00   Project: case study (indivudual work) and case study work incorporated into a group presentation based on the chosen theme (group work)
Face to face
lecture16,00   Course will include real case studies
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • E-learning
  • Presentation
  • Project work
  • Research


For the intensive session over a one-week period, a greater emphasis will be given to the final exam, however, it is critical that students have a least an assignment in a group format: each student will work on a case study individually (individual grade) and exchange with his/her group when incorporating their respective case study into a clear presentation regrouping cases falling under the same thematic topic (group grade for the presentation work and the oral presentation).

Type de ContrôleDuréeNombrePondération
Continuous assessment
Oral presentation0,00110,00
Case study0,00125,00
Group Project0,00150,00
TOTAL     100,00


  • NO BOOK WILL BE REQUIRED as the subject matter of the course evolves greatly from a year to another. However for a basis in "geek culture", some books are easy readings and provide fairly good basis to work from. Examples are: -

  • The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases... by David Meerman Scott (Jul 1, 2013) -

  • Mobile Marketing: Successful Strategies for Today's Mobile Economy: Put the Power of Mobile Apps, Mobile Websites... by Jeff Klein (Apr 15, 2013) -

  • Mobile Marketing: Strategies For Mobile Consultants To Build A Profitable Local Marketing Business by Charles Brocato and Jay Fairbrother (Apr 1, 2013) -

  • The Mobile Marketing Handbook: A Step-by-Step Guide to Creating Dynamic Mobile Marketing Campaigns by Kim Dushinski (Jan 3, 2012) -

Ressources internet

* Informations non contractuelles et pouvant être soumises à modification
Vidéo : Un campus à vivre
Notre chaîne Youtube