Domain 02

Influence & Communication

Approved training

MODULE D2/01: SOCIAL MEDIA

Lesson 01: Introduction / What are social media platforms and how can they be decoded?

A - DEFINITION

B - HISTORY OF SOCIAL MEDIA

C - OVERVIEW OF DIFFERENT SOCIAL MEDIA PLATFORMS

  1. Facebook
  2. Twitter
  3. Instagram
  4. YouTube
  5. Pinterest
  6. WeChat

Lesson 02: Defining the company’s objectives in relation to the use of social media

D - ADAPTING SOCIAL MEDIA ACCORDING TO THE TARGET AUDIENCE

E - EDITORIAL CONTENT

  1. Facebook
  2. Twitter
  3. Instagram

F - MODERATING COMMENTS ON SOCIAL MEDIA

G - HOW CAN RESULTS BE MEASURED FOR COMPANIES?

  1. Audience
  2. Engagement
  3. Brand awareness

Lesson 03: What is the impact of social media on trends?

H - THE 6 SOCIAL MEDIA TRENDS TO CREATE ENGAGEMENT

I - DO THEY BRING OUT EMERGING SIGNALS OR ARE THEY SIMPLY A WAY TO SPREAD ALREADY ESTABLISHED TRENDS?

J - HOW DOES SOCIAL MEDIA INFLUENCE FASHION?

MODULE D2/02: BLOGGERS AND 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: A DISRUPTION IN THE WORLD OF FASHION

  1. Strong growth in the number of blogs
  2. A revolution in fashion information media
  3. A democratization of fashion
  4. A new perspective on fashion
  5. A new form of communication

D - THE PROFESSIONALIZATION OF BLOGGERS

  1. Credibility that is difficult to gain
  2. Influence power used by brands
  3. Advertising and sponsored content
  4. Financial flows and affiliate marketing
  5. Collaborations with brands

Lesson 02: Influencers

E - THE PIONEERS & TODAY’S BLOGGERS

  1. The pioneers
  2. Today’s bloggers

F - INFLUENCERS: DEFINITION

  1. What is an influencer?
  2. The characteristics of a good influencer

G - THE DIFFERENT TYPES OF INFLUENCERS

  1. According to the size of their community
  2. According to their category of influence

Lesson 03: The rise of influencers

H - A TRANSFORMATION OF MARKETING PROFESSIONS

  1. Influencer agencies
  2. Brand / influencer intermediaries
  3. New concepts
  4. New media
  5. Budgets reserved by brands

I - FOCUS ON THE INFLUENCER MARKETING MARKET IN CHINA

  1. A population receptive to influencer marketing
  2. Daily use of local platforms
  3. KOL and Wanghong influencers
  4. An attractive but complex market
  5. The risk of bad buzz

J - WHAT FUTURE FOR INFLUENCERS?

  1. The arrival of virtual influencers
  2. Real competition

CONCLUSION

MODULE D2/03: PRESS AND NEWSLETTER

Lesson 01: Introduction / Print Media

A - DEFINITION

  1. The origins of the press

B - HISTORY

  1. The first periodicals
  2. The golden age of print media
  3. The decline of print media

C - CHARACTERISTICS

  1. The status of the press
  2. The functions of the press

D - CAPABILITIES

  1. Information
  2. Entertainment

E - THE DIFFERENT TYPES OF PUBLICATIONS

  1. Newspapers
  2. Magazines
  3. Its role in advertising

F - CHALLENGES, ADVANTAGES AND DISADVANTAGES

  1. A declining medium
  2. The arrival of digital: competition or partnership?

Lesson 02: Digital Media

G - CHARACTERISTICS

  1. Definition and consumer
  2. Direct communication
  3. Multiplicity

H - THE DIFFERENT MEDIA

  1. Online magazines and newspapers
  2. Social media
  3. Availability on all electronic devices

I - CHALLENGES, ADVANTAGES AND DISADVANTAGES

  1. Information overload
  2. An editorial revolution
  3. A marketing revolution

Lesson 03: The Newsletter / Conclusion

J - DEFINITION

K - MEDIA AND FORMATTING

  1. Email delivery
  2. The relationship with the customer
  3. Its layout

L - CHALLENGES, ADVANTAGES AND DISADVANTAGES

  1. Increased competition
  2. Creating a bond with the consumer
  3. Sometimes too intrusive

CONCLUSION

M - WHAT IS THE IMPACT OF THE GLOBAL PRESS ON TRENDS?

N - HOW DOES IT PLAY THE ROLE OF A TREND PRESCRIBER FOR CONSUMERS?

MODULE D2/04: TRADITIONAL AND 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 moments
  2. Major turning points in advertising
  3. Main players

Lesson 02: Forms of Traditional Advertising

C - MEDIA COMMUNICATION

  1. Print media
  2. Radio / Television / Cinema
  3. Outdoor advertising

D - NON-MEDIA COMMUNICATION

  1. Public relations, sponsorship, patronage
  2. Point-of-sale advertising (POS)
  3. Direct marketing

E - CHALLENGES AND CONSTRAINTS

  1. The arrival of the web
  2. A new generation of consumers

Lesson 03: Forms of Digital Advertising

F - SOCIAL MEDIA

  1. Facebook
  2. YouTube
  3. Instagram

G - SEARCH ENGINES

  1. SEO, sponsored links and paid search
  2. Display
  3. Pop-up

H - DIRECT ADVERTISING

  1. Email marketing
  2. Newsletters
  3. SMS

I - ADVERTISING AND TRENDS

  1. The impact of advertising on trends
  2. Trends used to attract consumers
  3. The prescriptive role toward the consumer