Digital Communication and Marketing 2.0

• What are the trends in marketing and corporate communication?
• What is the impact of 2.0 in business management, marketing and communication?
• Digital media and social networks will be highlighted for their central role in accelerating change.

At the end of this training, the participant will be able to:

• analyse the changes observed over the last five years in the main fields of marketing and corporate communication
• know the origins and implications of the 2.0 concept, whether in terms of business management, marketing, communication or stakeholder engagement. Digital media and social networks will be highlighted for their central role in accelerating change.
• apply tools and methodologies that enable quick and efficient learning within their respective professional environment

• Origins and implications of the concept 2.0
• Changes in consumer behaviour
• Generations X, Y and Z
• Perception of brands and mass communication
• Virtualisation of communication
• The evolving role of digital media
• Social networks and group dynamics
• Mobile communication and "nomadic" behaviour
• Media planning 2.0
• Analytical monitoring and ROI (Return on Investment) metrics
• Customer Relationship Manager (CRM)
• Community management and rules of engagement
• Types of content; types of messages; types of issues
• Multi-pronged stakeholder engagement strategies
• Social business models
• Prospects

At the end of the course, participants will receive a certificate of attendance issued by the House of Training.