Master of Science Digital Marketing & E-business

The business game is played using a business simulator. Groups of students are responsible for running a business in real time. All major business functions are covered. Students will make decisions to maximize the profitability of the business.

• CV writing, recruitment interview techniques for the search for an internship, professional project management, team management and meeting management.
• Negotiation techniques, transactional analysis and NLP, speaking and stage fright management, management and leadership techniques (PRADITUS).
• Skills assessment, coaching, digitization of the CV and job search techniques at national and international level, preparation for the defence of the applied research thesis.

Presentation of the professions in the sector by professionals.

The objective is to acquire key skills in terms of budget management and reporting. The focus will be on budget architecture, with the implementation of summary documents, project management control and its link with budget management, and the creation and steering of performance indicators.

The objective of this module is to learn how to draw up a business plan: Designing a costed project for the creation or development of a company.

Several steps are covered: feasibility study, market targeting, opportunities and risks, strengths and weaknesses, communication, financing plan and profitability.

A precise methodology for analyzing customer needs, market structure and competitor dynamics to identify opportunities and threats in the environment is presented.

This seminar focuses on a negotiation in a national and international context.

In particular, it will be necessary to take into account the cultural dimension and define its impact in an international negotiation. The national negotiation will focus on the sales process through role playing.

To perfect English language comprehension and communication skills in a wider context than just business English. Students are required to take the TOEIC test.

This module aims to deepen students’ skills in IT to meet the needs of companies in terms of budgetary or commercial monitoring, project management, personnel management and communication: Excel, Word, Powerpoint, teamwork tools, business software.

It aims to be efficient with office automation tools, identify and correct errors quickly, customize existing tools or create your own tools.

The business game is played using a business simulator. Groups of students are responsible for running a business in real time. All major business functions are covered. Students will make decisions to maximize the profitability of the business.

What makes a successful business person?

Internal and external communication skill; managing your priorities and deadlines; organization and time management skills; how to be a great listener, writer and speaker; effective sales techniques; effective group dynamics and project management skills; understanding international business culture.

Through case studies, this module aims to master the tools of marketing and communication on the Internet, mainly by addressing :

– The latest trends in e-commerce (m-commerce / f-commerce …).

– The integration of Web 2.0 in marketing strategies.

– Presentation and mastery of Web analytics tools.

– Development of a marketing and sales strategy on the various social media.

Define and implement a digital communication strategy to optimize interactions between different channels (advertising, blog, advert gaming, social networks, content sharing…).

Implementing digital solutions that are integrated into global communication and generate value.

– Statistics applied to marketing (mastery of specialized software – MEXL).

– Collection, processing and analysis of databases.

– Mastery of panels (user panels and distributor panels).

– Application of the McKinsey and BCG matrices…

Overview of website creation solutions (CMS, PHP development, WYSIWYG tools…).

Presentation of the different analysis tools, of the frequentation of a website, main indicators: origins, conversion rate, time spent…

Knowledge and mastery of the main social media, uses and best practices by companies. Presentation of the different analysis and monitoring tools, adaptation of the message to the company’s strategy (positioning, targeting, key performance indicators and evaluation).

To know the position of the company in the legal environment.

To know the legal constraints governing online trade and more broadly business on the Internet.

Introduction to advertising design.

Understanding of the constraints of the various participants in the graphic chain.

Learn the fundamentals of Photoshop and Illustrator to produce advertising content.

Application on real projects and case studies.

CV writing, recruitment interview techniques for the search for an internship, professional project management, team management and meeting management.

Negotiation techniques, transactional analysis and NLP, speaking and stage fright management, management and leadership techniques (PRADITUS)

Skills assessment, coaching, digitization of the CV and job search techniques at national and international level, preparation for the defence of the applied research thesis.

LinkedIn workshops.

Software (Excel, Word, VBA, professional software).

Presentation of the professions in the sector by professionals.

Knowing how to analyse the behaviour of the consumer, the internet user, the mobile user, the ubinaut. Implement a sales and communication strategy offline and online. To know the current consumer trends in order to define the marketing targets. Know the influences of groups (tribes, brand communities, fans). Mastering qualitative studies (individual interviews, focus groups, ethnography and netnography) in order to set up an efficient marketing and sales strategy.

Understand the different strategies of the company in order to carry out coherent and efficient online marketing and communication plans. Management and development of customer relations on the Internet, traffic tracking and analysis. Brand management on the Internet.

Budget management: setting up and managing commercial budgets.

Commercial cost management: analysis and statistical reorientation.

Analysis of variances associated with commercial responsibility: monitoring of margin and sales reports. Product profitability study: simple direct costing, advanced, margin.

The law associated with electronic mail, cyber distribution or the law related to e-traders. Consumer protection; legal management of databases; trademark law, and issues related to computer security.

Knowledge and acquisition of single and/or multi-channel customers. Develop the capacity to develop, lead and integrate the offer in a multi-channel context.

Knowledge of data security and encryption methods. Presentation of online payment solutions (banking platforms, independent platforms), payment certification methods. Management of user profiles, databases, traceability of actions taken. Knowledge of the different security certificate formats that can be used on the Internet.

Understand the specificities of digital communication, in particular the challenges of e-reputation on social networks. Know the principles and methodologies of “growth hacking” to recruit users to your interface. Know how to apply good storytelling practices to enrich the image of your brand and increase its attractiveness.

To know the main phases of the design of a website.

Elaboration of specifications; management and adaptation of contents; naming convention and tree structure; choice of technologies (Flash, php/MySQL…). Definition of the graphic charter, construction of an efficient ergonomics, tests and validation. Mastery of Photoshop, Illustrator, Fireworks and Dreamweaver. Design of briefs and management of web agencies and IS providers. Design and testing of online catalogues.

The objective of this module is to give students the knowledge necessary to manage large-scale projects on the web: monitoring tools, planning and operational follow-up.

Knowledge of technological advances, new uses and new needs from a mobile perspective.

Mastering m-commerce strategies and practices; building relevant mobile websites and mobile applications; mobile promotion and advertising; geolocation; mobile payment; NFC; QR codes/Flash codes; augmented reality.

Define the role of the Internet in the communication strategy.

Internet as a media, commercial space, advertising medium and relational marketing tool. Identification of the players in the web advertising market. The e-shopper: behaviour and motivation. Online promotion and events, e-mailing, sponsored links, online advertising, affiliation, partnerships, viral marketing.

Managing interactive communication: referencing, content management, measurement tools. Creation and administration of campaign (banner, skyscraper…).

Ergonomics: graphic design, technique, functionalities, navigation, accessibility, content…

Every media has its rules. It is therefore important to identify the major players on the web. To apply a

Diagnose the visibility of a company on the web. Define the referencing objectives.

Implement an efficient SEO strategy (SEO, SEM and natural referencing) and evaluate the benefits in terms of traffic on the site. Knowledge of retargeting. This includes SEO and SEA, and aims to increase the visibility of a website in the results pages of search engines, such as Google, through promotion and optimization.

Knowing the techniques of direct marketing and loyalty building: e- mailing, newsletter, trigger marketing, call center, gaming, mobile marketing (SMS, MMS, Web, Mobile).

Campaign management: implementation and development of a database, processing and analysis of the database. Setting up and measuring ROI and KPIs. To know and know how to develop the management of the offline and online customer relationship.

To animate and develop audience loyalty through the implementation and distribution of targeted messages and content according to previously defined segments.

Assimilated to viral marketing when it is voluntary, buzz requires a control of the content (advertising or communication message). When it is suffered by the company (bad buzz), it is necessary to master the various media that allow for appropriate communication. This module allows to understand the phenomenon of interdependence of the media used by using practical and real company cases.

Understand media and transmedia strategies. Development of brand content.

Master the workings and techniques in the field of videocasts, podcasts and multimedia production (discovery of the tools Adobe Première, After Effects, Flash…).

Understand new communication trends through transmedia storytelling and ARGs.

Know the techniques of community management: identification of influence networks, good practices and uses of the main actors. Optimize brand awareness and e-reputation through controlled and optimized communication on social networks.

Presentation of datamining techniques. Know how to set up a datamining study, explore and analyze commercial and geo-demographic data. Presentation of statistical and datamining software. Implementation of marketing action plans; definition of objectives and KPIs; impact and ROI measurements; optimization of action plans.

This module deals with the issues surrounding the audience of a website (also known as Web Analytics), which allows you to quantify the number of visitors to a site based on indicators such as the number of unique visitors, page views, visits, average duration of visits, etc. Campaign plan.

Development and animation of the paper catalogue. Design and marketing of digital catalogues. Customization systems. Dual distribution, communication and integrated sales promotion. Multi-channel cultures and organization. Transposition and adaptation of merchandising techniques to the web.