This class exists in these courses :
• IÉSEG > MSc in Digital Marketing & CRM > MSc in Digital Marketing & CRM - Semester 2 > 2,00 ECTS

Prerequisites

Marketing Basics

Learning outcomes

At the end of the course, the student should be able to:
Successfully collaborate within a intercultural team (LO1.B)
Communicate effectively in English (LO1.C)
Breakdown complex organizational problems using the appropriate methodology (LO3.A)
Analyze the social media strategy of a company
Propose creative solutions within an organization (LO3.B)
Suggest an appropriate social media strategy
Organize change management processes (LO3.C)
Suggest a plan to progressively implement social media innovations
Demonstrate an expertise on key concepts, techniques and trends in their professional field (LO7.A)
Master the key concepts of social media
Identify the main aspects of gamification

Course description

This course will combine an interactive lecture with case studies and group work.
Day 1: Introduction to innovation dynamics and contributions of co-creation practices
Day 2: Co-creation process and key notions
Day 3: Consumers' profiles and roles in co-creation communities
Day 4: Tactical actions for digital marketing and social media : Gamification

Class type

Class structure

Teaching methods

• Case study
• Interactive class
• Presentation
• Project work

Assessment

- Group presentations of academic studies and managerial cases (flipped classes)
- Written exam
- In-class participation

Recommended reading

• Ramaswamy, V., and Gouillart, F. (2010), The Power of Co-Creation, Business and Economics The Art of Social Media: Power Tips for Power Users -