Spécialité Marketing et Communication 3ème année Master

Course image SMRP SPONSORING, MECENAT ET RELATION PUBLIC
Marketing et Communication

La communication hors média prend de plus en plus d'importance dans la stratégie de communication des entreprises et des organisations. La communication par l'évènement et les techniques de sponsoring et de mécénat y tiennent une place privilégiée. Elles font l'objet d'investissements en forte croissance en Algérie et dans le monde. Le cours présente de nombreux cas de mise en œuvre des techniques de sponsoring et de mécénat à la fois vues du côté de l'annonceur (sponsor ou mécène) mais aussi vues de la perspective des structures recherchant du sponsoring et du mécénat (évènements, associations ...), sans oublié la gestion de la Relation Public.


Course image CRM/GRC Management de la relation client
Marketing et Communication

CRM is a very old practice: see, for example, the ability of the old craftsmen and tradesmen to design, manufacture and deliver customized or appropriate items for their customers; they knew their customers remarkably well, and were able to develop their business without ever having theorized about CRM.

That said, the concept of CRM has undergone a clear revival since the end of the 20th century, and particularly since the early 2000s.

Building, managing and developing relationships with customers is not an easy task, especially in the so-called mass-market sector, where the company has to deal with a large number of customers:

- mass-market activities, where the company has thousands (or even millions) of customers who communicate with the company in many different ways;

- personalization, where management systems need to be able to listen more closely to the customer, and manage exchanges with a greater or lesser degree of interactivity, in order to adapt and personalize products or services;

- where the notion of real time or responsiveness is essential for suppliers;

- where the competitive situation may mean that building customer loyalty is more profitable than prospecting;

- where complex structures and processes make collaboration between different departments difficult. And where departments need to collaborate and share information on all customer interactions.

After decades of transactional marketing, which tended to focus on the transaction rather than the continuity of the business relationship, the concept of relationship marketing emerged in the mid-1970s. In 1975, R. P. Bagozzi first formulated the concept of marketing as "a renewed process of exchange between a buyer and a seller". This implicitly raised the question of how this relationship would evolve over time. Subsequently, it was mainly in the field of service marketing that significant contributions were made to relationship marketing. The Scandinavian school of marketing was the first to draw precise comparisons between "classic" transactional marketing and relationship marketing.

Benefits of customer relationship management (CRM)

- Efficiency: a well-implemented CRM system can replace manual processes that create significant organizational inefficiencies. But CRM systems don't just create efficiency by reducing the use of inefficient processes. Thanks to the ability of popular CRM platforms to integrate with other systems, such as marketing automation tools, CRM efficiency can enable companies to interact with customers in different ways. that they wouldn't otherwise have the resources to do.

- Collaboration: CRM systems give companies the opportunity to move away from tools, such as spreadsheets, that appear fully functional but fail in many areas. One of the most important: collaboration. Even in small organizations, the entire customer lifecycle is generally too complex to be managed effectively by a single person. The use of cloud-based CRM platforms enables employees from multiple departments to manage their customer relationships more effectively, and to have an overview at all times.

- Data, data, data: for many organizations, data is one of the most valuable strategic assets, and CRM systems host some of the most valuable data. Of course, the data itself is often of limited practical use; its real value comes from data analysis and visualization tools. Here, popular CRM platforms typically offer a variety of tools developed in-house and by third parties that enable companies to understand their CRM data and learn things about their customers that would not otherwise be possible.

- Increased accountability: when companies don't have the tools they need to manage their customer relationships, customers are bound to fall through the cracks. CRM systems can help ensure this doesn't happen by adding a level of accountability to the customer relationship management process. A well-implemented CRM system helps employees in all departments to understand their responsibilities to customers throughout the customer lifecycle, and when these responsibilities are not met, it's easy to identify what went wrong, where, who didn't respond, and how to make sure it doesn't happen again.

- Improved customer experience: ultimately, despite all the benefits that CRM systems offer the companies that use them, the greatest advantage of CRM systems is that their use leads to a better overall customer experience. Customers are segmented more easily and accurately, their needs are identified and, as the state of a company's relationship with them is accurately tracked, companies can interact with them meaningfully at the right time, leading to more sales, faster sales and increased customer loyalty and satisfaction. .


Course image GRC- CRM CUSTOMER RELATIONSHIP MANAGEMENT
Marketing et Communication

CRM is a very old practice: see, for example, the ability of the old craftsmen and tradesmen to design, manufacture and deliver customized or appropriate items for their customers; they knew their customers remarkably well, and were able to develop their business without ever having theorized about CRM.

That said, the concept of CRM has undergone a clear revival since the end of the 20th century, and particularly since the early 2000s.

Building, managing and developing relationships with customers is not an easy task, especially in the so-called mass-market sector, where the company has to deal with a large number of customers:

- mass-market activities, where the company has thousands (or even millions) of customers who communicate with the company in many different ways;

- personalization, where management systems need to be able to listen more closely to the customer, and manage exchanges with a greater or lesser degree of interactivity, in order to adapt and personalize products or services;

- where the notion of real time or responsiveness is essential for suppliers;

- where the competitive situation may mean that building customer loyalty is more profitable than prospecting;

- where complex structures and processes make collaboration between different departments difficult. And where departments need to collaborate and share information on all customer interactions.

After decades of transactional marketing, which tended to focus on the transaction rather than the continuity of the business relationship, the concept of relationship marketing emerged in the mid-1970s. In 1975, R. P. Bagozzi first formulated the concept of marketing as "a renewed process of exchange between a buyer and a seller". This implicitly raised the question of how this relationship would evolve over time. Subsequently, it was mainly in the field of service marketing that significant contributions were made to relationship marketing. The Scandinavian school of marketing was the first to draw precise comparisons between "classic" transactional marketing and relationship marketing.


Course image COM MKG Marketing Communication
Marketing et Communication

DESCRIPTION DU COURS

La communication marketing est une variable d’action qui relève de la stratégie marketing des entreprises. Son objectif est d’assurer de toutes les façons possibles, avec les moyens disponibles, la communication entre l’entreprise et ses différents publiques cibles. Elle recouvre 5 grands domaines : Publicité, Marketing direct, Promotions de vente, Relation Public et Sponsoring et Mécénat.

OBJECTIFS D’APPRENTISSAGE

À la fin du cours, l'étudiant/e devrait être en mesure de :

- Comprendre comment les entreprises mixent entre les différents outils de communication pour transmettre un message cohérent pour leurs cibles.

- Comment établir un Plan Média.

- Comment les entreprises doivent mesurer l’efficacité de leurs actions de communication.


Course image WEB_DES Website Designing
Marketing et Communication

The aim of this course is to introduce and familiarize students with the concepts, languages ​​and tools used in the design and creation of websites. It also offers them a methodology to carry out these progressively according to pre-established specifications.
The course goes further because visibility on the Internet has become an objective sought by any company given the rapid increase in the number of websites. As a result, quality content is no longer enough to stand out from competitors or to attract more customers. you must use a better internet referencing strategy in order to aim for adequate positioning and be among the chosen ones in search engines.
This course therefore aims to define the concepts used in the field of website referencing). It also prepares the student for a better knowledge of the issues, methods and solutions offered to ensure better visibility of a website on the Internet.

PREREQUISITES

·   It is desirable that the student be introduced to algorithms and the notion of programming as well as databases and information systems.

· The student must master the computer tool.

GENERAL learning OBJECTIVES:

At the end of this Course, students will be able to:
• Design a website and use the tools offered for this purpose.
• Use HTML language tags to design a static site.
• Use multimedia objects effectively in a web page.
• Distinguish between technologies used in the field of websites.
• Use the right methods to reference a website and promote it.

SKILLS

This course aims to give the student the skills necessary to:
• have a close understanding of the technological environment around websites,
• Design a website and prepare it for hosting,
• reference a website and make it visible on search engines.
CONTENT
Chapter 1- Website Basics
Chapter 2- HTML language and design of static sites
Chapter 3- Websites and multimedia objects
Chapter 4- Using PHP and MySQL to design dynamic sites
Chapter 5- Steps in creating a website