This class exists in these courses :
• Faculté de Gestion, Economie & Sciences - Masters - Master 1 Marketing & Responsible Cocreation - S2 - 3 ECTS

Prerequisites

• Marketing Fundamentals:

Students should have a basic understanding of marketing principles, including the marketing mix (product, price, place, promotion), target audience segmentation, and the customer journey.

• Digital Marketing Basics:

Familiarity with key digital marketing channels such as social media, email marketing, content marketing, and paid advertising will provide a foundation for understanding how marketing automation fits into the broader digital strategy

• Data Literacy:

Students should have a grasp of data collection, analysis, and interpretation. This will be crucial when discussing the metrics and reports associated with marketing automation.

• Technology Awareness:

Students should be comfortable with using technology and software tools, to be able to learn marketing automation platforms and tools.

• Communication Skills:

Strong written and verbal communication skills are essential for analyzing and reporting on marketing automation campaigns. Students should be able to convey insights effectively.

• Basic Analytics:

An understanding of basic analytics concepts will help students grasp the importance of data-driven decision-making in marketing automation.

• Critical Thinking:

Encourage students to think critically about the ethical implications of marketing automation and how it affects customer relationships and brand reputation.

Learning outcomes

By the end of this course, students will have gained a comprehensive understanding of how to harness the power of marketing automation and data analytics while upholding ethical standards. They will be equipped to navigate complex ethical dilemmas in marketing, ensuring responsible and sustainable practices that build trust with consumers and stakeholders alike.Bas du formulaire

Students should be able to:

• Understand the fundamentals of marketing automation and its benefits.


• Evaluate and select appropriate marketing automation tools.


• Develop and implement automated email marketing campaigns.


• Create lead nurturing workflows to guide prospects through the sales funnel.


• Analyze and optimize marketing automation campaigns for improved performance.


• Integrate marketing automation with other digital marketing strategies.

Comprehend ethical considerations and privacy concerns related to marketing automation.

Course description

At first, the course "Ethical Marketing Automation and Reporting" provides an in-depth understanding of marketing automation strategies, tools, and techniques. Students will learn how to streamline marketing efforts, enhance customer engagement, and optimize campaign performance through the effective use of automation platforms. Furthermore, this course is designed to explore the intersection of marketing automation, data analytics, and ethical considerations. In today's data-driven marketing landscape, organizations utilize automation tools and data analytics to streamline processes and make informed decisions. However, ethical concerns related to data privacy, consumer consent, and transparency have become paramount. This course delves into the ethical implications of marketing automation and reporting, guiding students on how to implement these practices while upholding the highest standards of integrity and responsibility.

Part 1 : Understanding the concepts of marketing automation and its significance in modern marketing strategies. (3h)

Building a Marketing Automation Strategy

• Setting goals and objectives

• Buyer personas and customer journey mapping

• Lead scoring and nurturing

• Content strategy for automation

Part 2 : Designing a Marketing Automation (6h)

2.1 Email Marketing Automation

• Designing effective email templates

• Creating personalized and segmented email campaigns

• A/B testing and optimization

• Automated drip campaigns and workflows

2.2 Social Media Automation

• Social media scheduling and management tools

• Creating and curating content for social media

• Social media listening and engagement

• Measuring social media ROI

2.3 Advanced Marketing Automation Strategies

• Dynamic content and personalization


• Behavior-triggered automations


• Multichannel automation (email, SMS, web, etc.)


• Reporting and analytics for measuring automation effectiveness

Part 3 : Ethical considerations : Exploring the ethical challenges posed by automation, including privacy, consent, and potential biases. (6h)

3.1 Data Ethics and Consumer Privacy

• Ethical considerations in collecting, storing, and using consumer data for marketing automation.


• GDPR, CCPA, and other data privacy regulations: implications for marketers and ethical compliance.


• Strategies for transparent data collection and ensuring consumer consent.

3.2 Ensuring Transparency in Automated Campaigns

• Designing and implementing automated marketing campaigns with transparency in mind.


• Communicating automation processes to consumers and providing clear opt-in/opt-out mechanisms.


• Balancing personalization with respecting consumer boundaries and preferences.

3.3 Ethical Data Analytics and Reporting

• Utilizing data analytics to derive insights while respecting consumer privacy.


• Discussing the ethics of data sourcing, data accuracy, and unbiased reporting.


• Developing responsible reporting practices that convey accurate information without misleading stakeholders.

Part 4 : Practical applications. (6h)

• Automation Best Practices and Avoiding Common Pitfalls


• Final Project: Creating a Comprehensive Marketing Automation Strategy

Part 5 : Future Trends and Emerging Ethical Challenges (3h)

• Exploring potential ethical challenges that may arise with advancements in automation technology.


• Discussing the role of AI, machine learning, and predictive analytics in ethical marketing practices.


• Preparing for ethical consideratio
  
  

  Class type

  Class structure

  lectures, articles to define critical thinking about automation strategies, and practical applications
  . the students both will realize Case Studies and usage case, during all the sessions, in order to build their own critical thinking.

  Teaching methods

  
  

  Assessment

  Contrôle continu : coeff. 1