2 weeks
Digital Marketing Summer Program
Summer immersion in Paris.
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English
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Paris – France
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€2,155
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July
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6 ECTS
PROGRAM
Each module contains a mix of lectures from both academics and professionals in the field.
This program will give you the opportunity to learn the new media that are transforming the business landscape. You will walk away having used digital media tools, gained an understanding of their respective strengths, and the synergistic effect from an integrated marketing communication that leverages the wide array of available tools, including: social networks, microblogs, and more.
You will also discover what Brand is–and isn’t –and how to explore the evolving world of Brand Management. You will gain an appreciation for the job of a Brand Manager who delivers a brand to you and your fellow consumers of today. You will leave having played the role of a brand manager in several ways and you will be able to audit and observe a real brand being managed in action. it will change the way you view your own experience with brands.
LEARNING OBJECTIVES
Students will learn basic knowledge in digital marketing through social media, but also through brand management.
All of the key areas associated with the digital marketing, including marketing communication and strategy, positioning, the current strategies behind managing a brand in today’s digital and social world.
COURSES CONTENT
- 2 intensive courses taught in English, 40 contact hours
- Input from companies
- 6 ECTS
ECTS
At the end of this module students should be able to:
Develop an appreciation for the role of a brand manager
Understand Brand Identity, Positioning and Image
Learn the current strategies behind managing a brand in today’s Digital and Social world
Manage brand extensions and alliances
Brand Management
Download the syllabus
At the end of this module students should be able to:
Know the steps involved in developing an informed Digital Marketing Strategy
Understand the diversity that exists among digital platforms and their varied fit in creating value for the brand
Understand the buyer journey and touch points, describe customer personas, identify micro-moments that help target customers achieve their objectives
Evaluating webpages design and revising webpages to maximize conversion rate
Learn how to track website user behavior
Understand SEO and KPIs
Develop a deeper understanding of earned, versus paid, social media strategies
Create actionable insights from marketing data
Digital Marketing Strategy
Download the syllabus
Workshops (e.g.)
Demystifying Trends & Cultural Strategy, Fundraising and Marketing for Non-Profits
Corporate talks (e.g.)
We Are Social
Potential business sector for visits (e.g)
Maison Carita
Grades and Credits
Students’ work is graded out of 20 points, the lowest passing grade is 10/20. Grades may be awarded for final examinations, individual and/or group papers and reports, and class participation. Most grades are a mix of several of these types of assessment.
