- MAR - COURS COMMUN - 20h- Marketing et Internet, Ursula Teubert
The Internet has revolutionized the scope of marketing, starting with the 4 P’s. As a result, the Internet has become a very powerful tool for marketers including automatic profiling of users and big data market analysis.
No written tests, evaluation is based on class participation and homework (several small assignments).
- Session 1:
- Marketing in a glocal world - basic definitions
- From product marketing to customer centric marketing and value based marketing: introduction to the models 4P, 4C, 4M
- Case studies in groups
- Coca Cola versus Red Bull
- LinkedIn
- IDEO case on customer experience + journey
- Session 2:
- Marketing Channels
Internet - its history, its geographical implantation, its role as a marketing channel
Internet of Things (IoT) - basic definitions, some exemples of application
Profiling and tools for online marketing (email, social networks, goggleadds, adds, websites, etc)
Lead generation, compare lead generation through F2F/phone/chat/platform interaction
Freemium, Loyalty offers, Plattforms - examples and their marketing models
Groupwork: analyze specific cases (skype, google translator, amazon, ...)
Presentation of the analyzes' results
- Session 3:
- Content marketing - introduction and examples
- Building a marketing plan
- Presentation of the marketing plans & discussion
3 Double-Sessions
Most documentation is in English. English or French spoken. Homework can be done both in English or French.
