Digital marketing

MARKETING
Academic year 2016-17
1
What is marketing today?
• Major changes in marketing
• What type of careers?
• 2 testimonials
2
file:///C:/Users/Chantal/AppData/Local/Temp/2015_corporate-recruiters_survey-report_web-release.pdf
Trends in the market in 2015
3
file:///C:/Users/Chantal/AppData/Local/Temp/2015_corporate-recruiters_survey-report_web-release.pdf
Septembre 2016
4
file:///C:/Users/Chantal/AppData/Local/Temp/2015_corporate-recruiters_survey-report_web-release.pdf
Septembre 2016
5
Master 120
Professional focus
Q1
M1
Q2
Q3
M2
Q4
courses and core
courses (15)
Professional focus
courses and core
courses (15)
Option 1 (15)
Option 2 (15)
Exchange or Option 3 + courses (30)
Trainships or 2
courses (10)
Mémoire + seminar (20)
6
Professional focus courses in
marketing (for Gest students only)
• Advanced marketing/marketing
approfondi – 2n semester – Prof. I schuiling
• Objective is to highlight all the key changes
affecting the marketing in the new digital
environment and review how to develop a
marketing plan integrating traditional and
digital marketing tools. FR and EN
7
Options in marketing
• First semester
– Marketing stratégique – LLN (Inge et Gest)
– Décisions marketing – MONS (Inge et Gest)
– Communication marketing – MONS (Inge et Gest)
– Services and Marketing Management 1: Namur (Gest)
• Second semester
– Special issues in Marketing – LLN (Inge et Gest)
– E-Business – LLN (Inge et Gest)
– Digital marketing – MONS (Inge et Gest)
– Services and Marketing management 2 : Namur (Gest)
8
Some principles
• GEST students have to take 2 options in
the same major ( 2x 3 courses)
• INGE students can select different options.
• The travel expenses between LLN and
Mons will be reimbursed.
9
Q1: Marketing stratégique - LLN
Code
Courses
L
Teaching
FR
G. Pleyers
1 compulsory course
LLSMS2000
Etudes et modèles de marché
2 out of 3 courses
LLSMS2001
Comportement du
consommateur
FR
N. Kervyn
LLSMS2002
Marketing international
FR
I.Schuiling
LLSMS2004
Business to Business marketing
EN
B.Meunier
10
Q1: Décisions marketing- Mons
Code
Courses
L
Teaching
MGEST2125
Distribution
FR
N. Sinigaglia
MGEST2126
Price management
FR
C. Ducarroz,
N. Sinigaglia
MGEST2131
Product and
innovation
EN
N. Sinigaglia
11
Q1: Communication - Mons
Code
Courses
L
Teaching
MCOMU2202
Marketing
Communication
FR
K. Charry
MCOMU2203
Processus de création
publicitaire
FR
M. Soumilion
MCOMU2204
Méthodologie de la
communication
marketing
FR
I.Poncin
C. Dianoux
N. Lambert
12
Q2: Special issues in Marketing LLN
Code
Course
L
Professor
FR
V. Swaen
LLSMS2003 Brand Management
EN
V. Swaen
LLSMS2006 Strategic Communication
EN
J. François
LLSMS2007 E-Marketing
EN
A.C.
Jeandrain
1 compulsory course
LLSMS2005 Méthodes avancées de recherche en
marketing
Selection 2 out of 3
13
Q2: Digital marketing - Mons
Code
Courses
L
Teaching
MGEST2145
Tendances en digital marketing
FR
I.Poncin
MGEST2127
E-Comportement du
consommateur
FR
K.Charry
MGEST2128
Méthodes et modèles en
marketing
FR
N. Sinigaglia
C. Ducarroz
14
Q2: E-business - LLN
Code
Courses
L
Teaching
LLSMF2011
Knowledge management
EN
F. de Viron
LLSMS2007
E-Marketing
EN
A.C.
Jeandrain
LLSMS2115
E-management
EN
O. de
Brocqueville.
LLSMS2096
Supply Chain Management
EN
P. Semal
LLSMF2107
Strat. Mngt of Information
Systems
EN
P. G., J. V.
Septembre 2010
15
Special Track on Digital Marketing
with Company internship
(IPM- Digital Marketing Chair)
Q1 and Q2: two marketing options should be followed
in Mons et/ou LLN
Q3 and Q4:
1 week =
2 days at university – 3 days in a company
16
Q1: Marketing stratégique - LLN
Courses
Etudes et
modèles de
marchéLLSMS2000
Comportement
du
consommateur
- LLSMS2001
Marketing
international LLSMS2002
Objectives
Prerequisite
Methods
Classes
Group work
Evaluations
Be able to create,
analyse and evaluate
a market study
/
-
- Written exam
and group
work (
50%/50%)
Be able to analyze
consumer
behavior in all its
complexity, taking
into account
personal and
environnemental
factors.
/
- Interactive
course
sessions
- Individual
readings
- Written
assignment
- Written exam
Understand how to
manage brands
internationally,
including in
emerging markets
One basic
marketing
course
-Interactive
classes
- Cases
- Conferences
- Readings
-
Group work
(30%)
Written
exam(70%)
17
Courses
Business to
Business
marketingLLSMS2004
Objectives
Understand how
the marketing
concepts are used
in a BtB context
Prerequisite
- One basic
marketing
course
Methods
Evaluations
- Interactive -Written
classes
exam
- Examples
of different
industries
18
Q1/Q3: Décisions marketing- MONS
Courses
(Th.)
Objectives
Methods
Evaluation
Distribution
- strategic interdependencies: producers
and retailers
- retailing changes linked to new
retailing and communication
formats.
- complexity of decision-making (retail
spot policy, assortment policy,
merchandising decisions,…).
- lectures by professor
& by retailing
professionals
- practical exercises
-negotiation role play
-project on field
realty.
- written
exam
- team
project
- negot.
Price
Management
- latest thinking on assessing
companies’ pricing strategies.
- process of making pricing decisions
and advanced approaches for setting
prices.
- consumers’ pricing process and
perceptions +relationship between
price, quality and value.
- lectures
- case studies +
practical exercises on
computer
- discussion on
scientific and
managerial articles
- team project (pricing
method)
-written
exam
-team work
-treatment
of articles
& class
discussions
Product
Innovation
- latest thinking on product innovation
and on innovation strategies (SMO &
large-size companies, B2C & B2B
approaches, products and services)
- Advanced approaches and methods
- special emphasis to a team project:
innovative solution linked to product
innovation experienced by a company
- lectures given by the
professor and by
project initiators
- team project (real
case), with
methodological
supervision of the
professor
-written
report
-oral
presentatio
n of team
project
19
Q1/Q3: Communication marketing – MONS
(Wednesday)
Courses
Objectives
Methods
Evaluation
Marketing
Communication
- various communication channels
and communication types to
optimize its communication (principles
of consistency).
- Focus: mainly commercial marketing
(B-to-C and B-to B), but also non-forprofit.
- Lectures
- Debating
managerial
issues and
current
communication
cases
-Written
exam
-Active
contributio
n to the
course
Marketing
Communication
Methodology
-process behind marketing
communication
-special focus on methodological
aspects.
-various methodologies that may be
used in order to optimize marketing
communication efforts.
-Lectures
-Written
exam
-Cases
studies
Processus de
création
publicitaire
- path to follow when creating ads.
- Students will concretely work on a
creative project, with the support of
an advertising agency.
-Lectures
- Team project
-Cases studies
Presentatio
n and
reporting of
team
project
20
Q2: Special issues in Marketing - LLN
Cou r se s
Obj e ct iv e s
Pr e -
Br a n d
Managem ent
Enable students to
develop, implement
and evaluate a
successful brand
marketing strategy
in different sectors
---
• Interactive course
sessions
• Individual
readings
• Conference from
marketing
practitioners
• Case studies
• Teamwork (The
L’Oréal
Brandstorm)
• Written report
(50%)
• Individual
written
exam
(50%)
Enable students to
de t e r m in e
com m u n ica t ion
g oa ls, t a r ge t s, a
posit ion in g ,
selecting and
combining various
communication
channels and
determine a budget
Marketing
Strategy
• Individual
readings
• Ex cathedra
lessons (it is an
introductory
course)
• Individual
written exam
(LLSMS 2003)
St r a t e gic
com m u n ica t ion
(LLSMS2006)
M e t h ods
Eva lu a t ion
21
Q2: Special issues in Marketing - LLN
Cou r se s
Obj e ct iv e s
Pr e -
E M a r k e t in g
Enable students to
develop, implement and
evaluate an effective
digit a l m a r k e t in g
st r a t e gy and
recommend practical
plan to attract, convert
and retain online
customers
/
Enable students to
master different
multivariate data
analysis to respond to
different types of
marketing questions
be able to choose the
right method, to
develop it, to interpret
the results and to draw
managerial
recommendations
Basic
statistics
(descriptive
statistics,
crosstabulations,
hypothesis
testing,
correlation
and
regression)
(LLSMS2007)
M é t h ode s
a v a n cé e s de
r e ch e r che e n
m a r k e t in g –
(LLSMS 2005)
M e t h ods
• Interactive course
sessions
• Conference from
practitioners
• Case studies
•
•
•
Interactive course
sessions
Individual readings
Teamwork by 4-5
students (carry out
a thorough analysis
of a database,
draw statistical
conclusions and
make managerial
recommendations)
Eva lu a t ion
• Small written reports
(individual)
• Integrative written
report (per group)
• Oral defense
•
•
Written
report
(50%)
Individual written
exam (50%)
22
Q2: Digital marketing – MONS (Th.)
Can be chosen independently from the special track on « Digital Marketing »
Courses
Objectives
Methods
Evaluation
Digital
Marketing
Trends
- Illustration of the current trends in
digital marketing.
- Introduction to key concepts in
digital marketing (big data,
Multichannel, …)
- Work on managerial digital
marketing cases
- Seminar
- Close collaboration
with professionnals
speakers
- Cases studies
- Group works
- CC
- Written
exam
E-Consumer
Behavior
- Show how main theories in
marketing explain and predict
consumer behavior in the digital
context
- Learn how those theories help digital
marketers increase effectiveness in an
integrated context.
- Lectures
- Case studies
-Exam
(individual)
-Contribution
to the course
(individual)
-Cases
(group work)
Methods and
Models in
Marketing
-Learn advanced methods for:
* data collection: verbal & non verbal
methods, experiments.
* data analysis: advanced stat &
econometrical methods (clustering
etc)
- Use of software SAS.
- Process of
analyzing the issue,
filtering info, choice
of data, treatment,
result analysis and
recommendations.
- Case studies- real
data
Written exam
(partly on
computer)
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For more information
• Contact Prof. Isabelle Schuiling in LLN
[email protected]
• Contact Prof. Ingrid Poncin in Mons
[email protected]
• Documents available on:
http://www.uclouvain.be/prog-2016-inge2m-options
http://www.uclouvain.be/prog-2016-gest2m-options
Septembre 2010
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