Domain 04

Communication and Advertising

Approved training

MODULE D4/01: BLOGGERS & INFLUENCERS

Lesson 01: Bloggers

A - DEFINITION

  1. What is a blogger?
  2. How a blog works

B - THE DIFFERENT TYPES OF BLOGS

  1. Corporate blogs
  2. Private blogs

C - THE ARRIVAL OF BLOGS IN FASHION

  1. Growth in the number of blogs
  2. Revolution in fashion information
  3. A new relationship with fashion
  4. New media
  5. New forms of communication

D - PROFESSIONALIZATION

  1. Credibility and legitimacy
  2. Power of recommendation
  3. Monetization
  4. Affiliate marketing
  5. Brand collaborations

Lesson 02: Influencers

E - EVOLUTION FROM BLOGGERS TO INFLUENCERS

  1. The pioneers
  2. Today’s influencers

F - DEFINITION

  1. What is an influencer?
  2. Key characteristics

G - TYPES OF INFLUENCERS

  1. By community size
  2. By influence category

Lesson 03: Influencer Marketing

H - IMPACT ON MARKETING

  1. New intermediaries
  2. New concepts
  3. New professions
  4. New media formats
  5. Dedicated budgets

I - FOCUS ON THE CHINESE MARKET

  1. Strong receptiveness to influencer marketing
  2. Local platforms
  3. KOLs & Wanghong
  4. A complex market
  5. Risk of bad buzz

J - THE FUTURE OF INFLUENCERS

  1. Virtual influencers
  2. Growing competition

K - CONCLUSION

  1. Summary

MODULE D4/02: PRESS & NEWSLETTERS

Lesson 01: Print Media

A - INTRODUCTION

  1. Definition of the press
  2. Origins of the press

B - HISTORY

  1. First periodicals
  2. Evolution of the print press
  3. Relative decline

C - CHARACTERISTICS

  1. Status of the press
  2. Functions of the press

D - CONTENT

  1. Information
  2. Entertainment

E - TYPES OF PUBLICATIONS

  1. Newspapers
  2. Magazines
  3. Role in advertising

F - LIMITS

  1. Decline of the medium
  2. Arrival of digital

Lesson 02: Digital Media

G - CHARACTERISTICS

  1. Definition
  2. Direct relationship with the consumer
  3. Multiple formats

H - PLATFORMS

  1. Online magazines and newspapers
  2. Social media
  3. Multi-device accessibility

I - CHALLENGES

  1. Information overload
  2. Editorial transformation
  3. Marketing evolution

Lesson 03: The Newsletter

J - DEFINITION

  1. What is a newsletter?

K - FORMATS

  1. Email marketing
  2. Customer relationship
  3. Layout and formatting

L - ADVANTAGES & LIMITS

  1. Direct access to the consumer
  2. Building relationships
  3. Risk of intrusion

M - IMPACT

  1. Role of the global press in trends

N - PRESCRIBING ROLE

  1. Influence on consumers

MODULE D4/03: TRADITIONAL & DIGITAL ADVERTISING

Lesson 01: Introduction to Advertising

A - DEFINITION

  1. Common definition
  2. Legal definition
  3. Objectives of advertising
  4. Summary

B - HISTORY

  1. Key milestones
  2. Advertisers
  3. Main players

Lesson 02: Forms of Traditional Advertising

C - MEDIA COMMUNICATION

  1. Print press
  2. Radio
  3. Television
  4. Cinema
  5. Outdoor advertising

D - NON-MEDIA COMMUNICATION

  1. Public relations
  2. Sponsorship & patronage
  3. Point-of-sale advertising (POS)
  4. Direct marketing

E - LIMITS & EVOLUTIONS

  1. Current constraints
  2. Arrival of the web
  3. New generation of consumers

Lesson 03: Digital Advertising

F - SOCIAL MEDIA

  1. Facebook
  2. YouTube
  3. Instagram

G - SEARCH ENGINES

  1. SEO
  2. Sponsored links (SEA)
  3. Paid search

H - DIRECT ADVERTISING

  1. Email marketing
  2. Newsletters
  3. SMS
  4. Pop-ups

I - IMPACT ON TRENDS

  1. Influence of advertising
  2. Acceleration of trends

J - APPEALING TO THE CONSUMER

  1. Marketing strategies
  2. Engagement

K - PRESCRIBING ROLE

  1. Influence on behavior