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KMKG 2445A - Data marketing

Type d'enseignement : Seminar

Semester : Autumn 2017-2018

Number of hours : 24

Language of tuition : English

Pre-requisite

aucun

Course Description

The objective of this course is to let the students know and master the challenges and uses of unstructured data, in order to integrate them in their future jobs as marketing, communication, and studies executives. Paradoxically, semantic data is only little exploited by companies today, while it is a major source of performance and success. We suggest identifying the stakes associated to this data and analyzing the use cases to better understand their role in the strategy of the company, with a focus on the marketing / communication / studies teams. We will learn how to address and benefit from this data which floods the everyday life of the brands. The course will be very practical rather than theoretical, with an actual brand briefing the students on a real business issue on which they will work. The result will be presented to the client at the end of the semester.

Teachers

N'DIAYE, Mame-Maurice (Directeur du Développement)

Course validation

Students will be evaluated according to several criteria: individual oral passages and written note, and group work with oral and written presentation at the end of the semester. Individual work : 5-10' presentation at the beginning of each session, around a selected topic (news, technology, data fact), with a written note. Group work : students will be briefed by a marketing executive from a real brand (to be determined), and work throughout the semester towards a final presentation to the brand.

Required reading

  • Duncan J. Watts, Everything is Obvious
  • Jim Lecinski, Winning the ZMOT (https://ssl.gstatic.com/think/docs/2011-winning-zmot-ebook_research-studies.pdf)
  • Greg Satell, The Semantic Economy (http://www.digitaltonto.com/2012/the-semantic-economy/)
  • Brian Solis, What's the Future of Business (http://fr.slideshare.net/briansolis/official-slideshare-for-whats-the-future-of-business)
  • Steve Andriole, Unstructured Data : the other side of Analytics (http://www.forbes.com/sites/steveandriole/2015/03/05/the-other-side-of-analytics/)

Additional required reading

  • Hors-Série Influencia « La Data » Avril/Juin 2014
  • Dossier Stratégies Big Data du 22 Mai 2014 http://www.strategies.fr/etudes-tendances/dossiers/236718/big-data-l-or-noir-du-xxieme-siecle.html