.

At the end of this course, student will be able to:

- do a marketing survey,

- use Web tools to do marketing, to understand technical vocabulary in link with the reference and the position for web site,

- define and achieve an e-commerce project in optimal conditions for succeed,

- interpret statistical results from web tools,

- do a benchmarking and an up-date concerning product, market or knowledge,

- realise the project communication plan (on and off line) and present it in English.

Nowadays, marketing is the core of all commercial activities or company strategy. Mastered marketing classical techniques and reinforce them with Internet power becomes a major asset for manager.

Therefore, this course teaches how to conduct a marketing survey and how to exploit ICT in marketing (Marketing Surveys, Web Marketing, E-Commerce, E-CRM; Benchmarking Techniques).

 Communication on and off line: methods, techniques and also how to build its plan.

 The English presentation tips.

Basis on marketing.

5.1 - Obligatory reading: none

5.1 - Recommended reading:

Marketing to the Social Web: How Digital Customer Communities Build Your Business par Larry Weber (Relié - 6 juillet 2007).

Web Marketing for Dummies par Jan Zimmerman (Broché - 12 janvier 2007).

Web Design And Marketing Solutions For Business Websites: Better Sites, Better Marketing par Kevin Potts (Broché - 29 août 2007).

Exploring Web Marketing & Project Management par Donald Emerick, Kimberlee Round, et Susan Joyce (Relié - 7 février 2000).

Contemporary Marketing: Web-Enhanced par Louis E. Boone et David L. Kurtz (Relié).

Successful Web Marketing for the Tourism and Leisure Sectors par Susan, Briggs (Broché - 1 octobre 2001).

Web Marketing in a Week par J. Jonathan Gabay (Broché - 31 juillet 2002).

Millionaire's Guide to Ebook Publishing: Secrets of Ebook on Demand Publishing, Pay Per Click Advertising, And Web Marketing Revealed! par Jason Farber (Broché - 21 janvier 2006).

Mobile Web 2.0: The Innovator's Guide to Developing and Marketing Next Generation Wireless/Mobile Applications par Ajit Jaokar et Tony Fish (Broché - 15 août 2006).

Web Advertising and Marketing: Joshua O. Testerman ... Et Al par Paul J. Dowling, Thomas J., Jr Kuegler, ', et Brent Taylor (Broché - 1 juillet 1998).

Quick Answers to Web Marketing Questions par Alison Alsbury et Sean McManus (Broché - 27 septembre 2001).

Web Advertising and Marketing by Design par Mary Jo Fahey (Broché - 8 janvier 1980).

Continuous evaluation:

- 10% participation,

- 20% individual test,

- 20% case study or article (group work).

Project evaluation (team project):

- 20% project review (formal presentation to coaches/teachers and the company),

- 30% document content and form in link with the marketing analysis and the communication plan.

Course total duration: 30 hours.

Lectures numbers: 10 lectures of 3 hours.

Courses are available on WEBINTEC.

Students should bring paper and electronic course version at each course (flash disk, CDROM, PC).