International & Digital Marketing
ECTS : 3
Description du contenu de l'enseignement :
Introduction of digital marketing; stakes and prospective. The course will go through specific areas of expertise with theoretical notions, current market strategies and case study; digital content, acquisition, influence & Web 3.0. Students must be able to design a 360 digital campaign from the creative brief to the media budget split.
Compétence à acquérir :
Learning outcomes
Students must be able to;
- Design & pitch a global digital strategy for a launch including all channels & investments priorities (owned, earned, paid)
- Design & pitch a creative agency or brand AD team for digital campaign assets’ need
- Design & pitch acquisition strategy including channels & investments priorities
- Design & pitch influence strategy from casting to contract & ROI measurement
- Anticipate & conduct test & learn pilot on Web 3.0
Course structure
- Master class: introduction of Digital Marketing
- Definition, stakes (brand centric versus user centric, indie brand versus pure player etc.)
- Trends on digital consumption (social media, e-commerce, investment)
- Brand e-reputation
- Brand digital ecosystem definition (owned/earned/paid)
- Digital consumption tunnel
- Targeting strategy (& tools)
- How to measure success? (KPIs & 80/20 ratio)
Exercise: Design & pitch a digital campaign for a product launch (priorities and weight per channels)
- Content; how to design an efficient digital campaign?
- HHH theory (snackable content, liquid content etc.)
- Consumption trends
- Content typology tunnel with case study (Disney land Paris)
- Advertising claim (the place of writing in digital)
- Visual impact, neuroscience
- Video with google case study
Exercise: Write a brief for a creative agency to create efficient assets for a product launch
- Acquisition strategy
- Starting point of a recruitment channel strategy
- Defense versus assailant strategy
- Typology of audiences
- SEA/SEO (tools and arborescence)
- Paid formats
- Affiliation
- Retargeting
- CRM
- Acquisition models & associated ROI
- E-commerce tunnel
- Rating & reviews
Exercise: Design & pitch an acquisition strategy to drive traffic on your e-commerce website
- Influence
- Stakes & Objectives
- Investment strategies (depending on brand model)
- Weight & trends on influence
- Influencers typologies & channels (macro/micro/nano)
- Tools & ROI measurement
- E-listening
- Casting & contracts
- Diffusion & affiliation strategy
- Implications on brand mix (versus trade & retail marketing)
- Implication on brand notoriety (bad buzz, reviews etc.)
Exercise: Design & pitch an influencer brief for a product launch (contract, contents, prices and KPIs)
- Web 3.0 with one or two expert(s) (product & service)
- Definition & opportunities
Mode de contrôle des connaissances :
One assignment & grade per course
- Design & pitch a digital campaign for a product launch (priorities and weight per channels)
- Write a brief for a creative agency to create efficient asset for a product launch
- Design & pitch an acquisition strategy to drive traffic on your e-commerce website
- Design & pitch an influencer brief for a product launch (contract, contents, prices and KPIs)
Bibliographie, lectures recommandées :
Building a brand story “Clarify your message so customers will listen” – Donald Miller
Contagious “Why things catch on” – Jonah Berger
Hacking Growth: How Today's Fastest‑Growing – Sean Ellis & Morgan Brown
Web 3.0 – Patrick Ejeke