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KCOE 4140 - Media new formula: how to engage with audience in the digital age?

Type d'enseignement : Seminar

Semester : Autumn 2017-2018

Number of hours : to be defined

Language of tuition : **********

Pre-requisite

Course taught in English Language: a level 4 and more is required in English Language to register for this course.

Course Description

This course provides an introduction to the media industry, offering an in-depth knowledge and practices in a changing environment and an evolving business model. It will allow students to understand the dynamics, the biggest actors (GAFAs and other giants), the macroeconomic evolutions, the technology and creative trends, the upcoming challenges (Data, Ethics and transparency, Artificial Intelligence, Virtual Reality..). The course exposes the basics of engagement through media (connexion and mediaplanning) and how brands can create relevant strategies in a digital world.

Teachers

  • JAMET, Thomas A. (CEO, MEDIABRANDS France)
  • THEAUDIERE, Guillaume (Directeur Business Intelligence IPG Mediabrands)

Pedagogical format

The course is divided between 12 sessions (12 x 2h each), with a clear theme them each, covering all the aspects of media and digital international landscape. media industry, key strategic actors, challenges and issues of the industry, mediaplanning methodology, practice and case studies ; each lecture will include discussions, group work, class – assignments. High executive guest speakers will also be invited to share their recent strategic issues with the class.

Course validation

Lecture : 1/3 of total grade (individual participation), 1/3 on written assignment, 1/3 group work.

Workload

This course requires a consistent preparation work both in group and individually

Required reading

  • Dr BALUSSEAU, Vincent PhD Philosophy, Marketing Sciences
  • HUGON Stéphane, Sociologist, co-founder at Eranos.
  • SALLOWS, James, Chief Insight Officer IPG Mediabrands EMEA
  • SOLLY, Laurent, Managing Director, facebook France
  • DURAND Emmanuel, Managing Director, Snapchat France

Additional required reading

  • ROMATET, Xavier, Worldwide Partner, CONDE NAST (Vanity Fair, GQ, Wired)
  • CAMMAS, Thierry, CEO VIACOM (MTV, Game One)