OUR ACADEMIC DEPARTEMENTS |
Lesson details
 | BRANDS AND SOCIAL MEDIA | ||
2018-2019 | EnIESEG School of Management
(
IÉSEG
)
| ||
Class code : | 1819-IÉSEG-M1S2-MKT-MA-EI87UE | MARKETING | |
| Level | Year | Period | Language of instruction |
|---|---|---|---|
| Master | 1 | S2 | EnEnglish |
| Academic responsibility | H.SHEN |
|---|---|
| Lecturer(s) | Henry H. SHEN |
- This class exists in these courses :
- IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS
Prerequisites
Traditional Marketing basics
Learning outcomes
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.
Course description
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
Class type
Class structure
| Type of course | Numbers of hours | Comments | |
|---|---|---|---|
| Face to face | |||
| Coaching | 4,00 | ||
| Interactive class | 16,00 | ||
| Independent study | |||
| Individual Project | 10,00 | ||
| Group Project | 20,00 | ||
| Total student workload | 50,00 | ||
Teaching methods
- Case study
- E-learning
- Interactive class
- Presentation
- Project work
Assessment
A. Case Study 40%
B. Group Project 40%
C. Class Participation 20 %
| Type of control | Duration | Number | Percentage break-down |
|---|---|---|---|
| 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 | ||
Recommended reading
- 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 -
* This information is non-binding and can be subject to change
