MASTER IN DIGITAL MARKETING

Transcription

1 GENEVA BUSINESS SCHOOL GENEVA BUSINESS SCHOOL MASTER IN DIGITAL MARKETING Av. Blanc Geneva Switzerland W: gbs-ge.ch E: 1

2 Table of Contents Why... Geneva Business School? 3 Why a Master in Digital Marketing at Geneva Business School? Master in Digital Marketing Program Structure Faculty Profile 10 Application Requirements and Process 11 Accreditations We are proud to announce that we have three principal accreditations. These come from our commitment to attaining high-quality education and to ensure the best future for our students. The rich mixture of international accreditations allows our students to receive a high standard of training with a keen blend of theory and practice. IACBE GBS possesses IACBE accreditation, this U.S. based accreditation is recognized by CHEA, the largest U.S. accrediting body for accreditations in education. ECBE The university also possesses ECBE, a European accrediting body which allows easier transfer of students to other ECBE accredited institutes, the stringent standards set by this accreditation ensure that GBS meets the Bologna requirements and the ECTS system. EDUQUA Eduqua is a recognized Swiss quality label that focuses primarily on the quality of teachers and the continuous training they receive.

3 Why... Geneva Business School? Welcome to the Geneva Business School. It provides an outstanding international environment for undergraduates, graduates and postgraduate students. Our students enjoy small classes allowing very high-quality interaction with faculty members. All students can benefit from the learning opportunities owing to the internship and research possibilities available. The programs that we offer meet this century s challenge of globalization and complexity. They are planned with the most innovative educational concepts and taught by an international faculty, all recognized in their respective domains. They provide guidance and counseling; they also listen to you and defend your ideas, they are also able to discuss solutions to current business questions and to accompany you in your career plans. Career Workshop and guaranteed Internships We have a dedicated career-workshop support team to assist students in placing students in our guaranteed-internship opportunities program and gaining valuable practical experience. The service also covers preparation and interview techniques for jobs and interviews. Mentoring Our mentoring service is part of our goal to give students the real link in a business school between the academic and professional worlds, by having a personal mentor shadow them throughout their research projects in the latter stages of the degree. Languages Most of the courses at GBS are taught in English and prepare students for success in an international company or a bank. Other languages such as French, German or Chinese are also taught at GBS. Furthermore, the school prepares students for language diplomas. Accommodation The University provides accommodation to its students. Studios or apartments of various sizes can be rented. We also collaborate closely with host families to offer peace of mind to concerned parents. Most of the appartments/houses are situated within walking distance or a short bus/tram ride from the University. Location of the campus The campus of the University is located close to all facilities and amenities. Being situated near the lake, it allows you to quickly reach all of the services, businesses and transport means. The classrooms are designed and equipped to offer the best teaching and learning conditions. Leisure Activities & Sports There are numerous sporting activities organized by the university and its student body including Football, Paragliding, Laser-Tag, Bowling, Billiards and excursions by boat or to various international organizations. 3

4 Why a Master in Digital Marketing at the Geneva Business School? Orientation services The pedagogical approach is focused on digital-marketing services. Thanks to global-management courses and courses specific to digital marketing, students will gain the knowledge and experience necessary for a successful career in the new world of digital marketing, This also includes a new career in digital marketing for those who have no prior experience or theoretical background in the field. The specific course lecturers in digital marketing are for the most part active at the center of the digital world with both industry and educational experience. This allows students to learn and deal with real and practical problems during the training sessions supported by speakers who are experts in the field. International environment GBS students come from all over the world and are of more than 40 nationalities. The campus is located near downtown Geneva: the famous international City with its mass of banks and international companies, and the center of many international organizations. Geneva is the right place to discover and appreciate a multicultural and international environment. Academic The training programs provided by GBS in the United States are accredited by the IACBE, in Europe and in Switzerland by the ECBE EDUQUA certification. These certifications are a guarantee of a quality education and an openness to the programs by other universities in the world. Innovative Methods This program uses an integral approach to learning with a hybrid methodology and the interaction of a world-class faculty. Conferences are held with experts to provide the link between theory and practice. Project groups will help to master the different tools of management and digital marketing. Real business plans or project presentations will assure the acquisition of knowledge. This interaction with professionals in the field gives an insight into the opening of new business in digital marketing. The experience of GBS GBS has existed for over 10 years and has forged ties with local and international companies. Its alumni are in professional activities, many in the Geneva area, and these are all opportunities for students to develop ties to create their networks and to ensure their professional future.

5 Master in Digital Marketing Quick Facts Attendee Profile Experienced professionals; highly motivated in digital marketing. Degree Awarded Master degree in Digital marketing or Executive Master in Digital Marketing which combines specialized courses in digital marketing with general management courses top MBA. Format The program is a hybrid with evening courses and 3-day intensive workshops with online support. Start Dates February and September Duration One year of courses and a 6 month master thesis Language English Integral Approach to learning A proven hybrid methodology Interaction with a world-class faculty Case-study method analysis Company visits Conferences with experienced industry professionals World Awareness seminars and leadership workshops Group projects and assignements Final business plan / project presentation and defense 5

6 Master in Digital Marketing «The Master in Digital Marketing is an essential course for those who want to master digital marketing today and become the forerunners in the field tomorrow.» Digital marketing will represent one third of the marketing budget in the US in billion dollars will be invested by U.S. advertisers in digital marketing in 2016, predicts Forrester. (Published le 26/08/2011). The race to productivity is continuously pushing the development of new technologies such as internet and 3G and products such as touch pads and iphone. The emergence of this technology is changing consumer behaviour and will completely revolutionize the traditional approach to marketing. Hence, with the development of the interactive web (social networks like Digg) and digital media (next-generation mobile phone, internet TV), communication channels multiply and provide new opportunities from which to win over prospects and potential customers. Channels from digital marketing added to traditional media and marketing form a multi-channel strategy. The development of social networks supported by digital technology moves communication patterns both in space and in time. The meeting place has become the web and the web is becoming faster and faster. Information flows more quickly and ever-more easily over the internet and communication media are becoming more sophisticated: yesterday SMS, today video-live and tomorrow? Marketers must now take account of this techno-sociological behaviour. They must adapt their approaches and continuously integrate new developments in their work processes and decision making. Digital marketers need to continuously absorb new communication technologies and develop skills to anticipate and adapt readily to ever-changing trends. The Master in Digital Marketing is an essential course for those who want to master digital marketing today and become the forerunners in the field tomorrow.

7 Master in Digital Marketing Who is the program designed for? The Master of Digital Marketing is designed for freshmen and professionals interested in furthering their career in industry and wishing to take a lead position in the new world of career marketing. The graduate will: Acquire knowledge of new digital technologies Have the capability to work actively in the development of a marketing strategy Master the tools of digital marketing Be able to develop business plan for digital marketing Be familiar with digital culture and social networks Have contact with leaders in the digital vision Learning Methodology The total duration of training is one and a half years: a year of courses and 6 months of thesis work. The academic year is divided into two semesters of 12 weeks each where courses are taught in the evening twice a week from 6:00 p.m. to 9:15 p.m. These courses could be followed on campus or online. Plus there are 4 study weeks at campus. In total there are 20 courses. Eight courses taught during 4 study weeks and twelve courses taught during the 2 semesters as in the chart below. A platform for distance learning will link students to teachers to answer to questions and to continuously monitor reading and individual and group work. What kind of positions can students apply for? E-Marketing Manager Digital Communication Manager E-Commerce Manager Community Manager E-CRM Manager Web Project Manager Traffic Manager Search Engine Optimization Manager Affiliates Manager 7

8 Master in Digital Marketing What knowledge and skills will be provided? The Master in Digital Marketing is a highly-relevant innovative degree that prepares candidates for success in an ever-changing professional field. The Master in Digital Marketing provides a powerful skillset in new marketing techniques for the emerging digital field and will raise the value of candidates with potential employers Content Management courses, law, concepts and implementation of advertising, sales, public relations and direct marketing and other aspects of the marketing mix (the founding courses for an MBA). Participants will be familiarized with the implementation of strategies specific to digital marketing and its adaptation to the type of commerce: e-business, e-commerce, e-marketing, and e-communication. Part of the course is devoted to marketing and digital communication in various environments - internet, web, mobile, touchpads, television, video-live and the different techniques for creating and managing website and analytic tools. Particular attention will be paid to social networks and especially their management and maintenance. We also address the issue of leadership and entrepreneurship as the main qualities for success. The topics covered in summary are: Strategy of Digital Marketing Internet and Digital Marketing communications Digital Marketing : Metrics, Analysis and Performance Evaluation tools Community Manager Entrepreneurship, and Leadership Final Project (Dissertation). The aim of the dissertation is to show the student s ability to carry out detailed research, conduct critical thinking and provide solutions for a specific problem. This final project allows students to develop a project based around their specific career objectives or using some other real-life project. Objectives Integrate new technological tools and concepts of digital communication into overall marketing plans and designing effective digital marketing. Integrate the traditional and relational marketing fundamentals within the new digital environment. Create and optimize successful websites and Manage portal content. Measure and monitor marketing efforts through multiple channels. Take advantage of social media to develop new digital marketing tools. Internship After graduation the candidate can apply for an international internship in business field. It is a great opportunity to have a professional experience and probably the access at the first job.

9 Program Structure General Management Strategy of Digital marketing Digital Communication Tools Tools and digital techniques General Management Courses Strategy of Digital Marketing Digital Communication Tools Platforms and creating a website Fundamental financial management Financial accounting Management control HRM Business Plan Cyber Law Virtual companies and legal environment Business Law Marketing Fundamentals of marketing Management Marketing strategy plan International marketing Entrepreneurship & Leadership Personal performance Leadership workshops Business English History and development of DM Creation of a Business Plan Managing a project in DM Deployment of a successful strategy Buzz and Viral Marketing Implementation of Digital Marketing The new Web interfaces Search Marketing, Affiliation Comparators Successful retention strategy on the Internet e-crm: customer relationship Internet optimization Online surveys Rich media, WebTV and Video Live on Internet Sites and applications for touch pads SEO: new techniques Writing for a better SEO Mobile development multiplatform E-Communication Advertising campaign online Mastering the techniques of promotion through a website Successful newsletter strategy Writing for the Web: editing newsletters Community management Digital culture Become a community manager Creating and leading a community Using the new levers of influence over the Internet Creating and leading a B-to-B community Social Media Design ergonomy and optimization (Internet & Touch pads) Writing for the Web: basic rules and exercises Successful redesign of a website Portals and Content Management Writing for the Web: Special B to B Performance-analysis tools (Media Effectiveness & Measurement) Definition and implementation of dashboard monitoring Mastering Google Analytics Improving the performance of Measure profitability Internet campaigns Final Project An applied research project in one of several areas of digital marketing. This project must be done individually and will be followed by a professional expert in the field. This project allows use of all theoretical and practical aspects learned in class. The candidate must demonstrate a proficiency in strategy and management of digital marketing and his ability to lead a digital-marketing project and a team of collaborators. The project must be practical and innovative. 9

10 Faculty Profile John CARMICHAEL Program Director BEng(Tech) Hons University of Wales Institute of Science and Technology President of Swiss Marketing Genève Market strategy, portfolio management, engineering, innovation and change 30 years 35 years Laurent Le DIAGON MSc. Ecole Supérieure de Gestion, Paris Digital Marketing, Multichannel marketing. 16 years 19 year Dr Philippe BUTTY University of Lausanne, Switzerland International Law, Trust, Foundation 20 years Mr Mark HATTON MSc. University College London, UK Information System 9 years 10 years Dr Catherine CHEYRE University of Montpellier, France Business English 34 years 34 years Dr Jean Claude MANINI University of Geneva, Switzerland Financial Instruments, Portfolio Management, Principle of Finance 9 years Dr Jean Claude ESAKI University of Geneva, Switzerland Information Management Systems 9 years Dr Keltoum IRBAH University of Geneva, Switzerland Sociology 10 years Dr Nathalie ABHI SALEH I.A.E.University of Paris I, Panthéon Sorbonne Human Resource Management, Corporate Governance, Leadership 9 years Dr. Dominique XARDEL University of Columbia, U.S.A Strategic Marketing, Management 40 years 20 years Dr. Victor Almeida YERRIS University of Geneva, Switzerland Finance, Banking, Portfolio Management & Accounting 25 years Dr Maurizzio VANETTI University of Geneva, Switzerland Strategic Marketing, Organisation, Human Resourses Management 25 years

11 Application Requirements and Process Selection criteria GBS s selection process emphasizes leadership potential, academic ability, personal qualities and competencies. We are looking for candidates with managerial experience, people skills and a proven academic record. Therefore the admissions committee will consider the following criteria when assessing applicants: A Bachelor degree from an accredited college or university Demonstrated professional experiences A complete application including all supporting documents Please note: Since the program is conducted in English, a good working knowledge of English is essential. We might ask you to submit evidence of your proficiency such as a TOEFL examination. Visit our website and apply online: Admission Requirements Completed application form Photocopy of all academic diplomas or certificates obtained. (Min. requirements for Master degree: Bachelor degree or equivalent in a related field. Requirement for Executive Master: 5 years experience in Marketing and Communication). Official English exam results (IELTS 5.5, TOEFL IBT 66, proof of studying previously in an English speaking environment for a minimum of 3 years) or successful completion of the university s admission examination. One passport photo on application form. Photocopy of your passport. Receipt for the payment of the application fee (CHF 150) Curriculum Vitae (C.V.) 1 Recommendation letter from (Academic or professional) Contact the Master in Digital Marketing Team We would be happy to hear from you early in your decision making process so that we can guide you and provide you with useful and detailed information about the program and the admission process. Please contact: [email protected] T F

12 GENEVA BUSINESS SCHOOL Real Business. Future Leaders. Avenue Blanc 53 CH 1202 Geneva Switzerland T F [email protected]