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HEC-Ecole de gestion de l'Université de Liège
HEC-Ecole de gestion de l'Université de Liège
MASTER THESIS
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Setting up of a digital marketing strategy in order to promote the skills of the Walloon and Brussels organizations working in the renewable energy sectors

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Saadi, Sara ULiège
Promotor(s) : Blavier, André ULiège
Date of defense : 21-Jun-2016 • Permalink : http://hdl.handle.net/2268.2/1310
Details
Title : Setting up of a digital marketing strategy in order to promote the skills of the Walloon and Brussels organizations working in the renewable energy sectors
Translated title : [fr] Mise en place d'une stratégie marketing digitale en vue de promouvoir les compétences des organisations wallonnes et bruxelloises actives dans le domaine des énergies renouvelables.
Author : Saadi, Sara ULiège
Date of defense  : 21-Jun-2016
Advisor(s) : Blavier, André ULiège
Committee's member(s) : Mawhin, Marie ULiège
Bay, Maud ULiège
Ulrici, Olivier 
Language : English
Number of pages : 169
Keywords : [en] Digital marketing
[en] Website
[en] SEO
[en] Backlinks
[en] Search engines
[en] Content marketing
[en] Content management
[en] Databases
[en] Social networks
[en] Social media marketing
[en] Tags
[en] Taxonomy
[en] Email marketing
[en] Community management
Discipline(s) : Business & economic sciences > Marketing
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion, à finalité spécialisée en Digital Marketing and Sales Management
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège

Abstract

[en] This thesis has been written as a roadmap for the Cluster TWEED in order to develop a whole digital marketing strategy for their brand “REWallonia”. The different steps to follow have been detailed in order to achieve the mission given by the company to the student. It first starts with a situation analysis: micro, macro and internal analyses are performed in order to have a better understanding of the environment in which the organization operates. The second step was then to set appropriate objectives aligned with the general business strategy of the company, taking into account the strengths and weaknesses of TWEED. Those objectives are mainly digital marketing objectives as improving the ranking of the website on Google, attract the visitors to our website and make them stay on it and finally turn those users into advocates of our brand. The third step was to define strategies to reach those objectives. For this, various tools are used such as a Search Engine Optimisation strategy, email marketing, website design and usability, social media marketing, etc. The fourth step is to set Key Performance Indicators to measure the results.


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Author

  • Saadi, Sara ULiège Université de Liège > Master sc. gest., fin. spéc. digit. mark. & sale (ex 2e ma.)

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