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Web strategy and organizational Performance

G
General Teaching
WebStra
Abstract
This 21-hour course aims to provide students with the theoretical (concepts and methodologies) and operational (empirical knowledge and practical exercises) foundations necessary to design a high-performance website that fits perfectly into the company's strategy and takes into account existing processes while propelling the company into tomorrow's economy.
 
Teaching and learning methods:
 
This course will take place over 7 sessions of 3 hours which will be structured in such a way as to develop both the conceptual and methodological bases and the practical-empirical approach of the theme.
 
The lectures will be punctuated by practical exercises in groups and individuals and will be completed by readings and a group project that will be presented in the last class.
 
Course rules: : Attendance and punctuality at all sessions of the course are mandatory
 

Bibliography

Marketing 4.0 – Moving from traditional to digital - Marketing 4.0 – Philip Kotler -  Hermanwan Kartajaya, Iwan Setiawan -  Wiley Press - 2016
Digital Marketing Strategy: An Integrated Approach to Online Marketing – 3rd ed – Simon Kingsnorth - Kogan Page  –

 

Requirements

None

Description
In a world more connected than ever, digital marketing, and in particular online marketing and web strategy, are at the heart of strategic concerns for companies.
 
Responding to customer needs, building a clear relationship based on conversation and anticipation of needs, and developing an effective web strategy that emphasizes the technology-product-customer experience tripartite are now more critical than ever for any organization that wants to stay ahead of the game.
 
This 21-hour course will address the main facets of an effective and structured web strategy that takes into account the technical constraints in which companies evolve, the expectations of the markets as well as the consideration of the new behaviors of our prospects and customers.
 
The fundamentals of the web and mobile will be addressed in order to acquire a practical competence of the subject.
 
The examples and cases chosen for the course, all based on real experience, will illustrate, reinforce or apply the fundamental concepts of web marketing
 

Session #

Nombre d’heures

Thème

Session 1

3

Introduction au Marketing online

  • Industry 4.0
  • Marketing digital et stratégie web
  • Mobile marketing dans son ensemble

 

Session 2
3
The levers of an effective website :
 
  • Structure
  • Content and writing
  • Visibility

Session 3

3
Focus on KPIs: evaluating the performance of a website
 
  • KPIs and web strategy
  • Referencing and profiling
  • Cross channel visibility
  • Application case study

Session 4

3

Content Management et web conversationnel

  • Content management
  • AI au service du Web
  • Exercice : construire son chatbot marketing

 

Session 5

3

Mobile- Web complémentarité dans l’engagement

  •  Customer journey
  • Omni channel et transmedia
  • Mobile marketing insights

Session 6

3
From Web to Digital Marketing
 
  • Emerging technologies and the future of web marketing
  • New media
  • Return on experience (company)

Session 7

3

APractical application

  • Presentation of cases
  • Peer to peer evaluation
  • Review of key concepts and exam preparation
 
 
Learning outcomes:
 
After completing this course, students should be able to:
LO1: Understand the specifics of a web strategy
LO2: Know the operational and measurement tools associated with a web strategy
More specifically, participants should be able to:
 
LO3: Analyze the strengths of an existing website and web strategy and define improvements in terms of architecture, ergonomics, design and semantic performance (content, SEO, etc. ....)
LO4 : Define, implement and maintain a website and the strategic and technical developments to anticipate
 
Nb of hours : 21
 
Grading policy :

Evaluation

% de la note globale

Format

Durée

Objectifs d’apprentissage couverts

Individual Continuous Assessment

10%

MCQs and reading commentary

N/A

L01 – L02

Group Continuous Assessment

20%

 

20%
Presentation of cases
 
and
 

bot exercises

15 min

 

75 Min

L01 – L02

L03 – L04

Exam Final

50%

ime-limited homework outside of class

90 min

L01 – L02

L03 – L04

 

.
Learning outcomes: After completing this course, students should be able to:
LO1: Understand the specifics of a web strategy
LO2: Know the operational and measurement tools associated with a web strategy
More specifically, participants should be able to:
 
LO3: Analyze the strengths of an existing website and web strategy and define improvements in terms of architecture, ergonomics, design and semantic performance (content, SEO, etc. ....)
LO4 : Define, implement and maintain a website and the strategic and technical developments to anticipate
Learning outcomes: After completing this course, students should be able to:
LO1: Understand the specifics of a web strategy
LO2: Know the operational and measurement tools associated with a web strategy
More specifically, participants should be able to:
 
LO3: Analyze the strengths of an existing website and web strategy and define improvements in terms of architecture, ergonomics, design and semantic performance (content, SEO, etc. ....)
LO4 : Define, implement and maintain a website and the strategic and technical developments to anticipate