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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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Développement d'une stratégie de marketing digital pour une PME

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Gazon, Catherine ULiège
Promotor(s) : de Moerloose, Chantal ULiège
Date of defense : 20-Jun-2016 • Permalink : http://hdl.handle.net/2268.2/1527
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Title : Développement d'une stratégie de marketing digital pour une PME
Author : Gazon, Catherine ULiège
Date of defense  : 20-Jun-2016
Advisor(s) : de Moerloose, Chantal ULiège
Committee's member(s) : Peiffer, Véronique ULiège
Blavier, André ULiège
Kowalszyk, Vincent 
Language : French
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

[fr] Teenconsulting is an engineering company experti in energetic performance. From September 2015 to April 2016, we worked together on the development of their business and digital marketing strategies as well as on the development of their activities in the Grand-Duchy of Luxembourg. This thesis mainly concentrates on the digital marketing strategy. To do so, the company has at its disposal the main benefits of developing a digital marketing strategy. We analyze the situation of the company and define the online and offline opportunities in the sector of energetic performance in Belgium. Business, marketing and digital objectives are fixed following the previous analysis.
Some tools and techniques will be advised to the company following its situation and its objectives. The tools and techniques are separated in 7 categories: search marketing, online PR, online partnerships, interactive ads, e-mail marketing, social media marketing and offline communication techniques. Once the company knows which channels to use, it will learn how to integrate those online and offline channels.
Another chapter will emphasize on the constant evaluation of the strategy by continuous measurements and improvements. The last part of this document will focus on the internal communication around change management.


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

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