Face-to-face , first term, 30 hours of theory.

-French

Competence 1 - Managing an organization's presence on social and collaborative media
Learning outcomes
1. To analyze in a prospective way the interactive and collaborative communication of an organization, its sector of activity and its social, cultural, technological, economic, political and legal context.
2. Define the objectives and the interactive and collaborative communication strategy of an organization in relation to its global communication.
3. 3. Design and implement interactive and collaborative communication systems and actions integrating the human, financial, material and legal resources and constraints of an organization.
4. Design and implement procedures for evaluating these communication systems and actions, interpret the evaluation data with discernment and take appropriate corrective measures.
Competence 2 - Master the methods, tools and channels of interactive and collaborative communication
Learning outcomes
1. Optimize the animation and moderation of online communities.

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The foundations of marketing have been shaken by the arrival of social media, the "participative" web and the development of new usage and consumption practices. Globalization, the multiplication of means of distribution, the evolution of digital media and the emergence of new markets make it necessary to rethink the relationship between brands and consumers. New marketing practices and the constantly evolving possibilities offered by social media in particular make it possible to highlight the main themes to be addressed by this EU:
- the evolution of market research thanks to ICTs;
- changes in consumer behavior: resistance to consumption, brand communities, co-creation of value, etc.
- from mass marketing to one-to-one marketing, behavioral targeting, CRM;
- the development of servuction via the digitization of communication and marketing media for products and services;
- Permission marketing";
- participatory marketing (co-creation of offers) and viral marketing: the use of social media platforms as a marketing tool;
- mobile applications for marketing purposes (geolocation...) ;
- activation of potential customers (lead generation, call to action, etc.);
- membership and conversion;
- the marketing uses of Big Data;
- tools for measuring marketing actions
The themes addressed will require monitoring of current events in the constantly evolving digital world.

1. Introduction and definition of the scope of the course
- Course issues: presentation, course outline and evaluations
- Paradigm shift: from mass marketing to customer journey
- From marketing 1.0 to marketing 4.0. From selling products to buying empathy

2. SIGNAL concept in interactive marketing
- The concept (Signal - Agent - Information)
- Pre-connected and connected era
- Issues and signal changes for interactive marketing

3. Interactive Marketing: ecosystem of negotiation and cohabitation
- Founding principles (reminder): Informing is not communicating
- Emotional Gap = Failure of cohabitation
- Analysis of sectors in the process of disruption

4. At the heart of interactive marketing: the customer journey
- Introduction to the concept of customer journey
- Marketing formula 4.0 = A_5 O_3
- A5: From AIDA to the visualization of conversion rates
- O3: from awareness to recommendation
- PAR/BAR: from conversion to mobilization

5. Interactive marketing tools
- Des balises indispensables: KPI/Objectifs, planning, dashboarding, reporting & learnings
- Models of action: from descriptive to predictive



6. Marketing 4.0. Towards a disruptive marketing model?
- Attractiveness: restoring the brand's authenticity: human marketing
- Interest: restoring legitimate content: Marketing content
- Commitment: restoring the user experience: multichannel marketing
- Affiliation: restoring commitment: commitment marketing

7. Data marketing I
- Designing a Data project: objectives and method
- Measures: relevance - actions - efficiency - gains
- The 5 V : Variety - Volume - Truth - Velocity - Value

8. Data marketing II.
- Predictive marketing
- From mass marketing to one-to-one marketing
- Client life Cycle
- Typology of founding campaigns

9. Sectoral archetypes and customer path monitoring. Marketing point of view
- The door handle: sectors with strong competition
- Fish: sectors with low competition
- The trumpet: reputational sectors
- The funnel: strong experiential sectors

10. Putting concepts into practice within the framework of the student's individual project
- Integration of the customer journey
- Sectoral archetype and application of A5O3
- Data classes and measures: objectives, framework, client life cycle

A. Evaluation for the first session

- Individual written work that will be graded according to a set of criteria such as: compliance with initial instructions, quality of form, briefing, benchmark, definition of the target, etc. (details of course 1).
- The mark will be confirmed upwards or downwards on the basis of the oral defense of the written work (ability to answer questions on specific points from the different assessment criteria) with a maximum of 5 points upwards or downwards.
- Timeline
• Date: S1 examination session. Precise date to be agreed
• Where: presentation to the USLB in person according to the evolution of the Covid period.
• In the event that attendance is not possible for health reasons (Covid), the oral examination will be conducted remotely via the Microsoft Teams platform (Ecosytemic Team).

B. Evaluation for the second session

- In the event of failure of the final grade due to the oral defense, the student must present an oral defense and may submit a new assignment.
- For all other situations, the student must represent both the written and the spoken word.
- Timeline
• Date: S1 examination session. Precise date to be agreed
• Where: presentation to the USLB in person according to the evolution of the Covid period.
• In the event that attendance is not possible for health reasons (Covid), the oral examination will be conducted remotely via the Microsoft Teams platform (Ecosytemic Team).

C. Criteria for success

- Qualitative criteria
• To evaluate the ability to integrate and put into practice the different concepts seen during the courses as well as the ability to analyze a situation in order to set up a coherent, measurable and evolving action plan.

- Quantitative criteria :
• Oral examination: 10/20 being the minimum mark required to validate the student's success in this examination on the basis of the written work submitted by the student for the oral defense.
• The quality of an article written by the student may constitute a bonus of maximum 1 point added to the oral mark.

Focused on the tool and the digital field

1 Dru J.-M. (1997). Disruption. Paris. Village mondial Editions.
2 Daniel Bougnoux (2001). Introduction to communication sciences. The Discovery
3 Sun Tzu. (2008). The Art of War. Paris. Flammarion Editions.
4 Sinek, S. (2009). Start with the why. Quebec. Performance Editions.
5 Dominique Wolton (2009). To inform is not to communicate. Paris. Editions CNRS
6 Pisani F. - Piotet D. (2011) How the Web is changing the world. Paris. Pearson Editions.
7 Deschamps C. - Moinet N. (2011). Economic intelligence. Paris. Dunod Editions.
8 Sillard B. (2011). Masters or slaves of the digital? French. Eyrolles Editions.
9 Jamet, T (2012). Mythological ren@issance: Imagination and myths in the digital age. Paris François Bourin Publisher
10 Jarvis J. (2012). The Google method. Paris. Pocket Editions.
11 Lewi G. (2012). The new Bovary. Paris. Pearson Editions.
12 Eloi L. (2012). Economics of confidence. Paris. La Découverte Editions.
13 Gilles Babinet (2016). Digital transformation. Le Passeur Editeur.
14 Dr Laurent Alexandre (2017). The War of Intelligences. Paris. JC Lattès
15 Klaus Schwab (2017). The fourth industrial revolution. Paris. Dunod.
16 Julien Hirth (2017). Data marketing. Paris. Eyrolles.
17 Philippe Kotler. (2017). Marketing 4.0. Belgium. From Boek Editions.
18 Stéphane Mallard (2018). DISRUPTION. Paris. Dunod.

Focused on digital sociology.

1 Castells M. (1998-1999). The information age. Paris. Fayard Editions
• The networked society (Vol 1)
• The Power of Identity (Vol 2)
• End of the millennium (Vol 3)
2 Castells M. (2002). The Internet galaxy. Paris. Fayard Editions
3 Castells M. (2013). Communication and power. Paris. Maison des Sciences de l'Homme.

Web-centric

1 http://www.blogdumoderateur.com/ (French blog focused on digital marketing)
2 https://siecledigital.fr/ (excellent blog existing since 2013, very influential and whose articles are often relevant)
3 http://www.cedricc.be/ (Belgian blog very well documented and often presenting interesting mapping)
4 http://www.e-marketing.fr/ (very well-documented French blog in the retail sector and e-commerce innovations)
5 http://www.webmarketing-com.com/ (blog very sharp and focused on new trends)
6 http://www.influencia.net/fr/ (excellent review of ICT trends)
7 http://adage.com/ (Avertising Age, a must in the digital world in English)

- Slides and notes on Claroline (optional)
- Multimedia supports
- Analysis of thematic articles:
- References on the web: see bibliography