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Groupe ESSCA Master 2 –Specialisation semester E- MARKETING INTERNET AND COMPANY STRATEGY PERSON IN CHARGE OF SPECIALISED SEMESTER: LIONEL LE NIGNOL TEACHING LANGUAGE: French ECTS Credits: 6 PRESENTATION The objective of this course is to give future marketing managers the technical skills needed to use the Web at work. Even if they do not become experts in this field, students must understand the ever-growing techniques of the Web. They must also be able to use available technological resources to implement their marketing strategies and efficiently conduct their Web projects. The course will focus on some of the managers' main concerns such as assessing their needs, their strengths and weaknesses and carrying out their project. The programme also includes the study of existing databases which will help managers to use information collected on the Web. EDUCATIONAL OBJECTIVES -To acquire the main technical knowledge necessary for Internet related marketing: vocabulary, technologies, technical features, formats and supports -To apply a methodology to conduct a Web project -To study the connection between a website and a database -To understand the underlying concepts of databases as well as techniques to use customer data. WEB TECHNOLOGIES PERSON IN CHARGE OF SPECIALISED SEMESTER: LIONEL LE NIGNOL TEACHING LANGUAGE: French ECTS Credits: 6 PRESENTATION Internet and digital technologies in general have transformed ...
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Groupe ESSCAMaster 2 –Specialisation semester E- MARKETING INTERNET AND COMPANY STRATEGY PERSON IN CHARGE OF SPECIALISED SEMESTER:LIONELLENIGNOL TEACHING LANGUAGE:French ECTSCredits: 6 PRESENTATION The objective of this course is to give future marketing managers the technical skills needed to use the Web at work. Even if they do not become experts in this field, students must understand the evergrowing techniques of the Web. They must also be able to use available technological resources to implement their marketing strategies and efficiently conduct their Web projects. The course will focus on some of the managers' main concerns such as assessing their needs, their strengths and weaknesses and carrying out their project. The programme also includes the study of existing databases which will help managers to use information collected on the Web. EDUCATIONAL OBJECTIVES To ac uire the main technical knowledge necessary for Internet related marketing: vocabulary, technologies, technical features, formats and suorts To appla methodoloto conduct a Web pro ect To studthe connection between a website and a database To understand the underlying concepts of databases as well as techniques to use customer data. WEB TECHNOLOGIES PERSON IN CHARGE OF SPECIALISED SEMESTER:LIONELLENIGNOL TEACHING LANGUAGE:French ECTSCredits: 6 PRESENTATION Internet and digital technologies in general have transformed commercial contacts. It is a priority for all marketing managers to detect and understand the issues and the strategic stakes in relation with increasing electronic commercial exchanges. Although the Web offers new business opportunities, it also changes traditional business models and the relationship between companies and consumers. The result is a complex reality which must be understood by marketing managers before they start using these excellent tools that are now available to them. The main objective of this course is to measure and understand emarketing strategies, i.e. their organisation, their innovation, their values and their relations with consumers. EDUCATIONAL OBJECTIVES To measure the economic impact of Internet and understand its effect on Marketing To become familiar with the different types of business models, focusing on Webrelated business models To understand the influence that Internet has on the structures To learn about the specificities of the strategic Web audit To understand the issues linked to the necessary acceptance of the Web by companies To increase students' awareness of ethical issues and decisions in emarketing. STUDIES AND THE INTERNETPERSON IN CHARGE OF SPECIALISED SEMESTER:LIONELLENIGNOL TEACHING LANGUAGE:French ECTSCredits: 6 PRESENTATION If the advent of internet has broadened the professional horizons of marketing managers, it has also given them new tools with which to collect and analyse information in a better way. This module will cover both aspects i.e. the changes in new internet customer behaviour patterns and also the panoply of marketing study tools which are now available. As regards customer behaviour, students will be given various theoretical analysis grids which will allow them to analyse and understand net surfers’ behaviour when confronted with web sites. Through a better understanding of the fundamental underlying concepts capable of analysing consumer reaction, this course is first designed to help students to anticipate what consumer behaviour will be when confronted with a virtual environment and second to help them in the conception of web sites which will be adapted to individuals’ expectations. The second part will focus on new digital technology used in market study techniques. It will also present new web analytic tools to measure the performance of the emarketing process. Lastly, we will have a look at the followup methods of the ereputation of brands Master 2 – Specialisation – EMarketing1
Groupe ESSCAMaster 2 –Specialisation semester EDUCATIONAL OBJECTIVES be familiar with the main analsis ridsof net surfers’ behaviour learn toroduce models of net surfers’ behaviour when connectinto web sites learn how to analse and understand net surfers’ reactions when connectinto web sites define the different tes of online market studies, what thecan tell us and what their applications are learn the secificities relative to settinu onlinemarket studies understand the three levels of analysis of web analytics : audience measurement net surfer behaviour and ROI of emarketing exlain the means of calculatinthese indicators define the methods of measuring ereputation COMMUNICATING AND SELLING OVER THE WEBPERSON IN CHARGE OF SPECIALISED SEMESTER:LIONELLENIGNOL TEACHING LANGUAGE:Credits: 6French ECTS PRESENTATION Today, the web is a perpetually changing media and has become a tool for broadcasting, communication and expression. Because of this, the codes which regulate the web are also subject to constant change. In the jungle of tools and supports it has become necessary to understand the extent of the possibilities afforded by the web in order to convert user experience into an act of communication, whether it be promotional, commercial or downward and unilaterally informative, or whether it offers a high degree of interactivity and involvement with the user. Using a synthetic contemporary panorama of latest usage, the fundamental tools and supports of e communication are explained and illustrated in the first part of this module. According to the same guidelines, we will examine the essential methods and tools of electronic business with a view to converting visitors to e business sites into loyal customers. We will also examine the impact of ebusiness on supply chain management. Lastly, we will reviewthe legal stakes of using internet from the point of view of the different players (web site manager, supplier, host, editor and consumer) before examining the main points of law governing the creation and functioning of a web site. EDUCATIONAL OBJECTIVES be aware of the latest legal aspects of the Web 2.0 and understand the legal implications linked to the creation and the functioning of a web site. learn and understand the rules protecting and/or limiting the behaviour of the net consumer understand the different channels, players and communication tools on the internet and learn how to integrate them into campaigns (search, buzz, etc.) decode the fundamentals of this media in terms of advertising, whether it be technological or commercial learn the techniques of acquisition and customer loyalty on the web present the main factors which contribute to the viability of a business web site make students aware of the strategic and operational consequences of using TIC on the management of the supply chain
Master 2 – Specialisation – EMarketing
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