Introduction à la communication numérique et au marketing digital: branding, network theories, viral marketing, influence marketing, propaganda on social media, point of sales digitalization, etc. 1) Brands and Branding (persona, tone of voice, difference between a Design Guidebook and a Brand Guidebook, "la dépublicitarisation", etc.) 2) Personal Branding ("the brand called you") - how to promote yourself on social media, different platform - different strategy/content 3) web sites - why they are still important (Google search, SEO, etc.) - Introduction to WordPress (wordpress.org vs wordpress.com) - building your first website 4) Influence marketing and its applications on social media 5) Political manipulation on social media (majority illusion, psychometrics , etc.) 6) Introduction to Google tools (advanced Search on Google Search, Business manager, Google Maps, Google Analytics (live demonstration), Google Trends (comparing different searches, filtering by country...), Google Ad Sense, Google Ads, etc.) 7) Meta Tools (Facebook, Instagram, Analytics, Facebook Ads, Business suite, etc.) 8) LinkedIn - specificities and optimization 9) Other platforms (Tik Tok, Research Gate, Tinder, etc.) 10) Building a Social Media Strategy

Temps présentiel : 35 heures

Charge de travail étudiant : 150 heures

Méthode(s) d'évaluation : Examen final

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