IDRAC GROUP Bachelor 3 rd year Study Abroad

Transcription

1 IDRAC GROUP Bachelor 3 rd year Study Abroad June 2015 Events communication & Web communication CODE Semester Duration Credits Language COMA English Academic department : Management des hommes Coordinateur de modules:stéphanie PATFOORT Campus de : Lyon Mail : [email protected] Téléphone : Signature Person in charge of the syllabus: Isabelle HUGONIOT Campus: Lyon E- mail: [email protected] Phone number: Signature 1

2 : OBJECTIVES & SKILLS Learning objective(s) Marketers have a wide array of communication tools at their disposal. This course will familiarize students with two of them: Events communication and Web communication. This course consists in a project realized by groups of 5/6 students (mixed groups: international and french students) and a written report. Students will have to build a communication strategy to answer to a marketing problematic of their choice. In their communication strategy, they will be allowed to use only two tools: a special event and Web communication. Target skills and learning outcomes - Allow students to practice all the theoretical tools learned before (marketing-mix) - Enable students to develop project management skills: o learn how to carry out a project in its entirety (how to use project management tools) o o develop capacities of initiative develop capacities of team working (develop their capacity to motivate each other and to work on a cooperative basis) - Understand web communication tools (digital communication tools) - Integrate them in a global event strategy - Learn the basic components of one of the new methods of communication as well as its associated tools to manage an online communities to promote an event Course description This course is organized in two stages: - a first theoretical stage to review the fundamentals of marketing communications mix and acquire the fundamentals of project management, - a second practical stage during which the teacher acts as a consultant towards the working groups. This course is organized in two stages: - a first theoretical stage to review the fundamentals of digital communications tools - a second practical stage during which the teacher acts as a consultant towards the working groups. COURSE FORMAT & ASSESSMENT Prerequisites - For the International students: marketing-mix - For the French students: o S1 PROA101 - atelier de gestion de projet o S3 DEPA301 - comportement professionnel et connaissance de soi o S4 MKGA401 - mix marketing appliqué S2 COMA201 - Personal branding, réseaux sociaux et e-réputation 2

3 Course Schedule (cf Academic model) Teaching hours: Events comm. Web comm FFP 4 4 APP Blended Learning TE / TI Evaluation Report Assessment / Grading Information Types Description % Continuous assessment Written Exam Oral Eram Report 100% TOTAL=100% Part I: launching Duration: 6 hours FFP LESSON PLANS (SEQUENCING) Section 1: the fundamentals of marketing communications mix 1. tools of an integrated marketing communications mix 2. when special event is the appropriate answer Section 2: the fundamentals of project management 1. the steps in managing a project 2. project control and evaluation 3. the role of the project manager Section 3: composition of working groups (5/6 students / mixed groups: international and french students) - understand that communication strategy is part of marketing-mix - understand what are the communication tools, and among them, for which kind of communication objective a special event is the best answer - be able to conceive and realize a special event in its entirety Bibliographical references: HEAGNEY Joseph, (4 th edition, 2011), Fundamentals of project management, Ed. Amacom - American Management Association, 202 pages Part II: implementation of the project Duration: 4 hours APP Students will have to conceive and realize a special event as being the best answer to a communication objective of their choice. The event has to take place during semester 6. The teacher acts as a consultant towards the working groups, and students remain masters of work and responsible for their project. Examples of events: - Organization of an international Information Point in the building s lobby during the Open Days organized by the school, or during the days of entrance tests. 3

4 - Organization of events within the school: Conferences, Study abroad Open Days, English speaking lunches, etc - Learn how to work in a team - Learn how to manage time - Learn how to design a project - Develop sense of initiative - Implement the various principles and concepts presented in the prerequisites Bibliographical references: - BERRIDGE Graham, (2007), Events design and experience, Ed. Elsevier Science & technology Books, 296 pages - BOWDIN Glenn, ALLEN Johnny, O TOOLE William, HARRIS Robert, McDONNELL Ian, (2 nd edition, 2006), Events management, Ed. Elsevier Science & technology Books, 511 pages Part I: Understand the digital environment & challenges Duration: 2 hours FFP Section 1: The digital communication world in figures and the Different tools 1.1. Community manager s job description 1.2. Community manager s tool box - Identify the digital challenges that modern companies are facing - What should be cultivated and what should be moderated Bibliographical references : - CHAUVIN Pascal, (2011,) Le Community Management, pp NG Deborah, (2012), Online Community Management for Dummies, pp CHEREAU Matthieu, (2 ème édition, 2012), Community management: Comment faire des communautés web les meilleures alliées des marques, pp Part II: Facebook, Twitter, Instagram, Linkedin, a blog: which tool for which audience Duration: 2 hours FFP Section 2: Community Manager technics 2.1. How to create a CM s capital 2.2. Manage your audience - How to behave (do and don't) - Value the new channel between a company and its customers - Develop community management skills Bibliographical references: - WEINTRAUB Marty & LITIWINKA Lauren, (2013), The complete social media community manager s guide - ERTZSCHEID Catherine, FAVERIAL Benoît, GUEGUEN Sylvain, (2010), Le Community Management: Stratégies et bonnes pratiques pour interagir avec vos communautés, pp Part III: Develop a tool for the chosen event Duration: 2 hours FFP 4

5 - Make sure the student select the right tools for the event they manage - In groups develop the strategy and the action plan Coaching methods by teacher Part IV: Duration: 4 hours APP Coaching of the students per group for project advancement Checking the quality of the action plan, with precise and efficient digital activities in place Project plan and implementation Written report: Approximately 30 pages Contents: - Introduction (current situation, background, initial requirements) - The idea - Objectives (clear and measurable) - Target audiences (internal, external) - Message (s) to be delivered to the target audiences (what do you want them to know? To think? To do?) - Project overview: - Name and nature of the project - Detailed description (stakeholders, program) - Resources needed (financial and human) - Evaluation (how will the success/failure of the event be measured?) - The approach and the implementation of the project: - Role of each member of the team (what is his/her assigned work) - Stages of realization, timetable - Communication plan: - Media Relations (press kit, press release) - Web communication (social networks, web banners, blogs, ) - Other communication tools (posters, flyers, ing, stickers, magnets, pins, t-shirts,...) - Search for partners: - Financial partners (Partnership file) - Institutional partners, Business partners, Media partners - Differences between the original draft and the event carried out - Critical analysis and recommendations - Appendix: - posters, flyers, - print screens of (and links towards) web banners, blogs, social networks, - links towards photos, videos, blogs, websites, - written press release / maximum 1 page (students can choose if it occurs before their event in order to announce it, or after their event in order to communicate about the great success they obtained, or both) - partnership file / maximum 2 pages Required reading (Cyberlibris/Scholarvox) BIBLIOGRAPHY 5

6 - HEAGNEY Joseph, (4 th edition, 2011), Fundamentals of project management, Ed. Amacom - American Management Association, 202 pages - BERRIDGE Graham, (2007), Events design and experience, Ed. Elsevier Science & technology Books, 296 pages - BOWDIN Glenn, ALLEN Johnny, O TOOLE William, HARRIS Robert, McDONNELL Ian, (2 nd edition, 2006), Events management, Ed. Elsevier Science & technology Books, 511 pages - MAES Jérôme, DEBOIS François, (2013), La boîte à outils du chef de projet, Editions Dunod, 191 pages - BABKINE Anthony, ROSIER Adrien, (2011), Réussir l organisation d un évènement, Editions Eyrolles-Editions d Organisation, 196 pages - NG Deborah, (2012), Online Community Management for Dummies, Ed. John Wiley & Sons, 336 pages (accessed via google books) - WEINTRAUB Marty & LITIWINKA Lauren, (2013), The complete social media community manager s guide, Ed. John Wiley & Sons, 336 pages (accessed via google books) - ERTZSCHEID Catherine, FAVERIAL Benoît, GUEGUEN Sylvain, (2010), Le Community Management: Stratégies et bonnes pratiques pour interagir avec vos communautés, Editions Diateino, 266 pages - CHEREAU Matthieu, (2 ème édition, 2012), Community management: Comment faire des communautés web les meilleures alliées des marques, Editions Dunod, 198 pages - CHAUVIN Pascal, (2011,) Le Community Management, Editions Gualino, 72 pages Recommended reading Web Marketing - EVANS CARIO Jennifer, (2013), Pinterest Marketing: An Hour a Day, Ed. John Wiley & Sons, 336 pages - Blog : Todd Malicoat ( - JARBOE Greg, (2011), YouTube and Video Marketing: An Hour a Day, Ed. John Wiley & Sons, 504 pages - BAILEY Matt, (2011), Internet Marketing: An Hour a Day, Ed. John Wiley & Sons, 600 pages - BAILEY Matt, SOS! A CEO's guide to Digital Media 6