LEAD THE WAY ESA BUSINESS SCHOOL

Transcription

1 LEAD THE WAY DIGITAL MARKETING CERTIFICATE ESA BUSINESS SCHOOL

2 the digital marketing certificate In partnership with A three-module program that will allow participants to understand how disruptive social technologies are impacting the consumer and transforming the marketing model. The program will allow participants to understand how to design an efficient user experience. Will also be covered during the program the newest available tools for E-marketing services, in addition to methods to harvest data to measure and evaluate performance and ROI. The final part will be focused on digital corporate communication and crisis communication as they are the key to develop and preserve the company s reputation by building strong ties with key targets, such as the media, the influencers, the academics, the employees, the local communities and other stakeholders. TARGETED POPULATION Community managers Social media managers Marketing and advertising members Marketing consultants Sales managers Entrepreneurs OBJECTIVES To understand the new marketing era and the impact of social media on conventional marketing ways To define audience s needs and product marketing To design an efficient user experience To introduce the newest available tools for e-marketing services and to measure performance and ROI To understand how to build a holistic strategy for corporate communications and to know how to manage a crisis on social media

3 CONTENT It is a three-module program focusing on: Rethinking the Marketing & Business Model User Centric e-marketing: Tools, Implementation and Measure Digital Corporate Communication & Digital Crisis Communication MODULE 1: RETHINKING THE MARKETING & BUSINESS MODEL (2 DAYS) From conventional to digital marketing Digital transformation and disruptive technologies The Web at the heart Client relationship New trends in marketing Engagement strategy Social media channels MODULE 2: USER CENTRIC E-MARKETING: TOOLS, IMPLEMENTATION AND MEASURE (3 DAYS) User- Centric E-marketing Redefining the customer concept Identifying your customer s needs Redefining your products and services The customer hospitality: defining the user experience E-Marketing Tools for Implementation Social Media marketing fundamentals Digital assets management Advertising and SEO with Google Campaigns automation Sales force automation Listening and understanding: Modern CRM E-Marketing Efficiency: Measuring ROI with Analytics The New generation of KPIs: The Digital KPIs Measuring with Google Analytics Harvesting data for business intelligence KPIs sharing within the organization Efficiency: Measuring and comparing RO-Investment, RO- Effort, RO-Attention MODULE 3: DIGITAL CORPORATE COMMUNICATION & DIGITAL CRISIS COMMUNICATION (2 DAYS) Benchmarks XXI st century successful brands: digital at the core and corporate at the core The new marketing: how the development of new products integrates corporate responsibility and shared value. Case studies and best practices Vision The steps for developing your strategic vision: defining the goals, fixing the priorities and setting the KPIs Finding the balance between the three major levers of corporate digital communications: display influence engagement. Understanding the benefits of 360 consolidation ACTION Finding the right path to choose: define the consumer touch points Evaluation, assessment and measurement of impact Crisis and disruption What is the role for digital communications during crisis? Best practices and failures Crisis communications on the web From defensive position to counter-attack: how to turn a crisis into an opportunity METHODOLOGY Presentation and discussion of models, trends and references Blend of lecture, role playing, scenarios and case studies Team projects DATES Module 1: October 2015 Module 2: November 2015 Module 3: December 2015

4 EXPERTS THIERRY MAILLET Thierry is a business historian and an entrepreneur. He has completed his ph.d at the École des hautes études en sciences sociales (EHESS) in Paris. His thesis focused on the role of fashion mediators in the long-term development of the fashion industry understood as a system. Thierry has started a post-doc three years program at Erasmus University (Rotterdam) on a HERA pan-european program financed on «International Structures and Connections in the Fashion Industry since1945. Thierry has also launched and already sold several companies in Madrid (Goodard&Loyd, a property consultancy), Paris (Marketing Intelligence, a marketing consultancy) and now Ooshot ( the first marketplace for photographers. Thierry has published several books in French on marketing (Histoire du marketing, which receives a prize from the Académie des Sciences Commerciales in Paris) and the collaborative economy (Génération Participation, 2006, 2008 in paperback) and launched the expression Consom acteur in Cyril Hadji-Thomas Cyril Hadji-Thomas was born in France in 1973, where he grew up and studied. He also lived and studied in the Ivory Coast and in the United States, before moving to Lebanon. Trained as an agricultural and industrial engineer, he initially worked in artificial intelligence and operational research applied to industry and imaging in the United States and France. He later took on management roles in companies dedicated to new technologies and the media in industries such as real estate, local government, convenience services, tourism and telecommunications. In 2006, he exited Pericles (the leader in French real estate software), selling it to seloger.com, and left France to found Keeward. Since 2007, Cyril has also co-led one of Keeward s flagship projects: Bookwitty. Bookwitty is a global platform for books distribution, bringing books, ideas and people together. With over 10,000 books sold per day on average worldwide, Bookwitty has become one of the leaders in international book distribution. In his spare time, Cyril Hadji-Thomas is also a musician and author. His novel Le Parti De L Homme was published by Tamyras in Marilyn Zakhour Marilyn Zakhour is Head of Ventures at Keeward. After completing a degree in architecture at the Lebanese Academy of Fine Arts (ALBA), Marilyn joined Keeward in 2009 where she discovered a passion for the web and the various areas of expertise needed to work in the digital world. At Keeward, she manages a team of 25 people with a broad cross-section of profiles, from project managers to consultants, and developers to communicators. She has been instrumental in developing methodologies specific to the project management of digital projects. Her expertise lies in user experience design, the development and growth of startups and SMEs, and online marketing. Since 2013, Marilyn has taught Masters classes in Web Science and Digital Economy at the Faculty of Economics (USJ) within the framework of targeted seminars. In her spare time she writes a blog focusing on food culture, permanenthunger.com

5 Stéphane B. Bazan Stéphane B. Bazan is Head of Research and Consulting at Keeward. Born in Lyon in 1970, Stéphane graduated from Sciences-Po Paris with a degree in Information Science and specialized in the World Wide Web and its uses. His professional career began in 1993 at the Agence Universitaire de la Francophonie in Montreal where he developed the first French-language websites. In 2000, he joined Saint Joseph University (USJ) in Beirut as Head of Web Projects and became Director of E-Learning Projects in Four years later he established the Interdisciplinary Research Unit in Web Science and spearheaded the first Masters degree in Web Science and Digital Economy at the Faculty of Economics. In 2014, he joined Keeward to develop the company s consulting, research and training practices. He is the company s in-house web evangelist. ALEXANDRE GEORGE Deputy General Manager of BETC EURO RSCG Top notch Specialist in branding, corporate communications and crisis communications Advisor for leading companies and brands in France and worldwide Professor in Masters programs and trainings at ESCP Europe and ESA ABOUT KEEWARD Keeward is an international group (Beirut, Paris, Brussels, Montreal, New York) dedicated to supporting and highlighting creative projects with the help of the web, and ensuring their sustainability. Keeward is as committed to promoting entrepreneurs, artists and creators in the fields of publishing, media, music, fashion or contemporary art, as it is to creating e-commerce and monetization channels. The company works on both sides of the equation in order to provide a collaborative and sustainable ecosystem. The ESA Digital Marketing Certificate is designed to help you make your digital and social media platform the most powerful tool of your marketing strategy.

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