Interactive Marketing

Teacher(s)

Gonsette Etienne;

Language

French

Content

The fundamentals of marketing have been revolutionised by the advent of social media, the ‘participatory’ web and the development of new usage and consumption patterns. Globalisation, the proliferation of distribution channels, the evolution of digital media and the emergence of new markets require us to rethink the relationship between brands and consumers. New marketing practices and the constantly evolving possibilities offered, in particular, by social media highlight the
key themes that this teaching unit will address:
- changing consumer behaviour: resistance to consumption, brand communities, co-creation of value, etc.
- the shift from mass marketing to one-to-one marketing, behavioural targeting, customer relationship management;
- the development of ‘servuction’ through the digitisation of communication channels and the marketing of products and services;
- ‘permission marketing’;
- participatory marketing (co-creation of offers) and viral marketing: the use of social media platforms as a marketing tool;
- mobile applications for marketing purposes (geolocation, etc.);
- engaging potential customers (lead generation, calls to action, etc.);
- affiliate marketing and conversion;
- the use of Big Data in marketing;
- tools for measuring the effectiveness of marketing campaigns

Teaching methods

1. Introduction and definition of the course scope
- Course objectives: overview, course outline and assessments
- Paradigm shift: from mass marketing to the customer journey
- From Marketing 1.0 to digital marketing. From selling products to buying empathy
2. The SIGNAL concept in interactive marketing
- The concept (Signal – Agent – Information)
- The pre-connected era and the connected era
- Key issues and changes in signals for interactive marketing
3. Interactive Marketing: an ecosystem of negotiation and coexistence
- Founding principles (reminder): Informing is not the same as communicating
- Analysis of sectors undergoing disruption and the influence of AI
4. At the heart of interactive marketing: the customer journey
- Introduction to the concept of the customer journey
- Marketing 4.0 formula = A_5 O_3
- A5: From AIDA to visualising conversion rates
- O3: From awareness to recommendation
- From conversion to engagement
5. The tools of interactive marketing
- Essential benchmarks: KPIs/Objectives, planning, dashboarding, reporting & learnings
- Action models: from descriptive to predictive
6. Marketing 4.0. Towards a disruptive marketing model?
- Attractiveness: restoring brand authenticity: human-centred marketing
- Interest: restoring legitimate content: content marketing
- Engagement: restoring the user experience: omnichannel marketing
- Affiliation: restoring commitment: engagement marketing
7. Data marketing
- Metrics: relevance – actions – effectiveness – returns
- Predictive marketing: indicators and triggers
- From mass marketing to one-to-one marketing
- Customer life cycle
- Types of foundational campaigns
9. Sector-specific archetypes and customer journey tracking. Marketing perspective
- The door handle: highly competitive sectors
- The fish: sectors with low competition
- The trumpet: reputation-driven sectors
- The funnel: sectors with a strong experiential focus
10. Putting concepts into practice as part of the student’s individual project
- Integrating the customer journey
- Sector archetypes and application of the A5O3 framework
- Data classes and metrics: objectives, framework, customer life cycle
In light of the widespread use of AI, the course aims to teach students how to use AI critically, responsibly, with proper sourcing and ethically (an essential skill for our students to develop). The course will also incorporate the assessment of this skill (quality of the initial prompt, monitoring and control of the discussion with the AI, and finally the ability to maintain a critical perspective on the response provided by the AI)

Evaluation methods

A. Assessment for the first session
A written group assignment (3 to 5 students maximum per group) which will be marked according to a set of criteria such as: adherence to the initial instructions, quality of presentation, briefing, benchmark, target definition, etc. (see Lecture 1 for details)
The use of AI is recommended for this assignment, and students are required to include in the written document (PPT/PDF) a link to the prompt(s) as well as the full discussion with the chosen AI. Failure to do so will result in the assignment not being marked due to missing links.
The assignment is marked out of 10 marks for the ‘group work’ section.
An individual oral presentation, also marked out of 10 marks, is required; this will focus on the work carried out and its relevance to the course as a whole.
Timetable
Group assignment submission deadline: 5 working days (by 23.59 at the latest) before the first scheduled date for the oral examination
Oral examination:
Date: see scheduled dates for the oral examination in the first session
Venue: individual presentation at UCLouvain – Saint Louis, in person
Duration: 20 mins
B. Assessment for the second sitting
If a student fails the final mark (group project + oral examination), they must give a second oral presentation, which will focus either on the work completed in the first sitting, or on a topic related to the course as a whole, or on both.
Timetable
Date: see the schedule for the oral examination in the second sitting
Where: individual presentation at UCLouvain – Saint Louis, in person
Duration: 20 mins
C. Pass criteria
Qualitative criteria
To assess the ability to integrate and apply the various concepts covered in lectures, as well as the ability to analyse a situation in order to develop a coherent, measurable and adaptable action plan.
Use of AI: ability to use AI appropriately in constructing the prompt, in the discussion with the AI, and in taking a ‘critical’ view of the responses provided by the AI.
Quantitative criteria:
Written examination (out of 10 marks) + oral examination (out of 10 marks): 10/20 is the minimum mark required for a student to pass this assessment, based on the written work submitted by the student and their performance during the oral examination.

Other information

Course materials:
- Slides and notes on Teams or Moodle (optional)
- Online resources: see bibliography

Bibliography

Centrée sur l’outil et le champ digital
1. Dru J.-M. (1997). Disruption. Paris. Village mondial Editions.
2. Daniel Bougnoux (2001). Introduction aux sciences de la communication. La Découverte
3. Sun Tzu. (2008). L’Art de la Guerre. Paris. Flammarion Editions.
4. Sinek, S. (2009). Commencer par le pourquoi. Québec. Performance Editions.
5. Dominique Wolton (2009). Informer n’est pas communiquer. Paris. Editions CNRS
6. Pisani F.- Piotet D. (2011) Comment le Web change le monde. Paris. Pearson Editions.
7. Deschamps C. – Moinet N. (2011). L’intelligence économique. Paris. Dunod Editions.
8. Sillard B. (2011). Maîtres ou esclaves du numérique ? Françe. Eyrolles Editions.
9. Jamet, T (2012). Ren@issance mythologique : L’imaginaire et les mythes à l’ère digitale. Paris. François Bourin Editeur
10. Jarvis J. (2012). La méthode Google. Paris. Pocket Editions.
11. Lewi G. (2012). Les nouveaux Bovary. Paris. Pearson Editions.
12. Eloi L. (2012). Economie de la confiance. Paris. La Découverte Editions.
13. Gilles Babinet (2016). Transformation digitale. Le Passeur Editeur.
14. Dr Laurent Alexandre (2017). La Guerre des Intelligences. Paris. JC Lattès
15. Klaus Schwab (2017). La quatrième révolution industrielle. Paris. Dunod.
16. Julien Hirth (2017). Le data marketing. Paris. Eyrolles.
17. Philippe Kotler. (2017). Marketing 4.0. Belgique. De Boek Editions.
18. Stéphane Mallard (2018). DISRUPTION. Paris. Dunod.

Centrée sur la sociologie numérique.
1. Castells M. (1998-1999). L’ère de l’information. Paris. Fayard Editions
a. La société en réseaux (Vol 1)
b. Le pouvoir de l’identité (Vol 2)
c. Fin de millénaire (Vol 3)
2. Castells M. (2002). La galaxie Internet. Paris. Fayard Editions
3. Castells M. (2013). Communication et pouvoir. Paris. Maison des Sciences de l’Homme.

Centrée sur le web
1. http://www.blogdumoderateur.com/ (blog français centré sur le marketing digital)
2. https://siecledigital.fr/ (excellent blog existant depuis 2013, très influant et dont les articles sont souvent pertinents)
3. http://www.cedricc.be/ (blog belge très bien documenté et présentant souvent des mapping intéressants)
4. http://www.e-marketing.fr/ (blog français très bien documenté dans le secteur retail et innovations e-commerce)
5. http://www.webmarketing-com.com/ (blog très pointu et axé nouvelles tendances)
6. http://www.influencia.net/fr/ (excellente revue sur les tendances NTIC)
7. http://adage.com/ (Avertising Age, un incontournable du monde digital en anglais)

Faculty or entity

> ESPB