The course aims to familiarise students with a variety of social media tools and with their analysis processes. Four concepts are discussed related to social media: the design, databases management, analysis of online marketing campaigns, online reputation management. While providing a theoretical and practical approach of social media, I explain how to effectively link social media to company's marketing strategy: such as communicating around a brand, expanding a distribution channel, improving customer management, etc. I also provide students with recommendations on how to optimise their use: how to leverage Facebook, Twitter, LinkedIn, MOOC, and many others? Which tools to integrate in a company? Furthermore, this course contributes to the training of students for the following professions: social media specialist, social media manager, digital marketing specialist, community manager. Acquis d’apprentissage attendus par les étudiants • C1 (compétence cognitive): Understand the value of social media in the workplace • C4 (compétence cognitive): Have a good command of the basic concepts of social media • C4: Use social media tools • C4: Analyse social media pages while using their analysis software • C4: Understand and analyse online users' behaviour • C6 (compétence comportementale): Learn to work in a team

Temps présentiel : 25 heures

Charge de travail étudiant : 10 heures

Méthode(s) d'évaluation : Examen écrit, Projets

Référence :
• Dragic, V. (2015). Le marketing multicanal: 6 étapes pour digitaliser son marketing et booster ses ventes. Editions Eyrolles. • Scheid, F., Castagné, E., Daix, M. et Saillet, R. (2014). Les fiches outils des réseaux sociaux. Editions Eyrolles. • Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Pearson Australia.