Intelligence et innovation Marketing (En)

Connaissances visées

Target knowledge

- How to define the companies’ information needs?

- How to create the intelligence cycle?

-The tool book of the Market Intelligence manager

-an experienced-based approach to marketing innovation and

its practical application

-Solving a particular client marketing problematic by delivering a SMART solution.  

Emerging media channels and cases will be analyzed for predict future trends.

Compétences visées

Target skills

• To become aware the importance of market intelligence within an environment that is constantly and rapidly changing.
• To develop the notion of ‘foresight’ in relationship to the market intelligence.
• To define a pragmatic methodology in order to set up a system of market intelligence with every kind of company.

• Effectively describe and utilize key internet and Mobile marketing concepts

• Understand the E-Marketing context: e-business mode ls, performance metrics, and role of strategic planning.

• Analyze environment and marketing information to make strategic internet marketing and social media plans for businesses

• Understand the interconnectedness among marketing promotional activities needed to create successful internet marketing activities.

• Provide students with a literacy of the terms, concepts and methods used in integrated and Internet marketing

• Link new opportunities on the Internet with marketing theory and practice

• Provide a critical understanding of the capabilities of this medium as a marketing channel

• Provide hands-on experience of Internet marketing technologies and techniques

• Teach students how to develop an integrated Internet marketing strategy

• Develop students’ communication skills

TOPICAL AREAS

• Email marketing

• Affiliate Marketing

• Social Networks

• Viral Marketing

• Pay-per-Click

• Search Engine / Web Optimization

• Website Design / Development

• Mobile Marketing

• Streaming Media

• Website Analytics

Pré-requis

Prerequisites

-Introduction to Marketing

-Marketing or Business Strategies

Bibliographie

Reference

TEXTBOOK READING:
-The Handbook of Market Intelligence : Understand, Compete and Grow in Global Markets Ed. 2 Author: Hedin, Hans,Hirvensalo, Irmeli,Vaarnas, Markk Publisher: John Wiley & Sons Pub Date: 2014

-L'intelligence économique - 2e édition de Christian Marcon et Nicolas Moinet (Dunod) 2011

-Strauss and Frost, E-marketing: International Editions, Pearson, 2016

RECOMMENDED SITES:
Portail-ie.fr Portail de l’intelligence économique et stratégique Adage.com
clickz.com
e-marketing.fr
Frenchweb.fr
Digitalmarketingmagazine.co.uk
Themarketer.co.uk

Modalités d’évaluation

Assessment Methods

1 case : 20%

Continuous assessment (%)

Final Project in % : 60%

Final Project(%)

1 assignment : 20%

Continues assessment (%)

Intelligence and Innovation Marketing

CONTENU PEDAGOGIQUE / COURSE CONTENT

Lesson 1 : What is Market Intelligence ?

•  Background of market intelligence
•  The aims of market intelligence 
•  The areas that market intelligence can be used in
•  The detailed definitions of market intelligence

Assignment: organization of groups for a Market Intelligence consulting activity and business case preparation

Lesson 2 : Market Intelligence: how does it work ?

•  The methodology of setting up market intelligence
•  Link between market intelligence and the marketing information system
•  The market intelligence tool box

Assignment: deciding on the method/procedure by using a business case coming from a real company

Lesson 3 : Workshop on practical case

• Power point presentations of the MI recommendations by each group
• Class discussion and experience sharing session

Lesson 4  Introduction

-What is Innovation? E-Marketing?  

-Innovation as techne vs technology

-Final project explanation

-Team creation and Team page

-Programming the Show and Tell*

-Case Study 1: Barack Obama Campaign

Reading: Chapter 1, Strauss and Frost

Assignments: Team page, Barack Obama Campaign

Lesson 5  Determining the situation analysis of client

-Show and Tell

-Obama Campaign and innovation discussion

-Understanding mimesis as process of innovation

-Innovation from a consumer behaviour perspective vs a technological perspective

Assignment:  Conduct a situational analysis of client including a competition analysis

Lesson 6 Tier 1 Marketing Strategy

-Show and Tell

-Tier one strategy overview:  Segmentation, Targeting, and Positioning

-The Es* versus the Ps of marketing strategy

Assignment: Conduct a STP study and determine 3 key target segments.  Apply the Es.

Lesson 7 Determining the problematic and Tier 2 Marketing Strategy

-Show and Tell

-Determining 3 specific target markets and problematic

-Understanding SMART* solutions

Assignment:  Compile the Tier 1 strategy report

Lesson 8 The Technical Requirements

-Show and Tell

-How to create Web and mobile prototype

-The web architecture

-E-Marketing Channels and relation to web architecture

-Adobe Tools

-Presentation Tools  

Lesson 9 The Emotional Touch

-Show and Tell

-Creative writing exercise to discover the emotional situation

-Applying emotional situation into the solution

Lesson 10  Performance Metrics

-Show and Tell

-Strategic Objectives

-ESP Model

-Levels of Commitment to E-Business

-E-Business Models

-Performance Metrics

-ROI

Lesson 11  Final Class Presentation.  Critique of projects

Lesson 12  Final Class Presentation.  Critique of projects

*Final projects due by email one week after the last presentation date.

*Show and Tell and mimesis:  Finding an innovative e-marketing case that can be a video or other digital marketing campaign and trying to adapt its principles as a solution to the client’s problematic (the mimesis process)

*Es :  Is a practical guideline to applying a consumer oriented approach aimed at achieving a unique Experience, a strong Emotion connection, and thus inciting Engagement.  

*SMART: Creating a solution that is Specific, Measurable, Actionable, Realistic, and Timely