Download - MTI 2021 M1 - toutsurlemarketing
![Page 1: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/1.jpg)
#HelloMTI 13 decembre 2021
@kratiroff
![Page 2: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/2.jpg)
MASTÈRE MTI CONFÉRENCE MARKETING & TRANSFORMATION DIGITALE PAR HUBERTKRATIROFF 2021/22
![Page 3: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/3.jpg)
![Page 4: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/4.jpg)
![Page 5: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/5.jpg)
![Page 7: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/7.jpg)
technology evangelist
full stack marketer CDDO: chief digital/data officer DPO: Data Protection Officer professeur d’économie numérique expert learn marketing, CMI, marcom everyday writing, coding & programming entrepreneur / consultant [email protected]
@kratirofflinkedin.com/in/kratiroff
![Page 8: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/8.jpg)
@kratiroff | 2021 k ∝ QI x t x At©
![Page 9: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/9.jpg)
SX
![Page 10: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/10.jpg)
![Page 11: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/11.jpg)
![Page 12: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/12.jpg)
![Page 13: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/13.jpg)
UX >CX En nombre :
plus de user que de client
![Page 14: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/14.jpg)
CX >UX En qualité : plus de
contact avec les client
![Page 15: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/15.jpg)
DIGITAL mindset
user engagementUX => UE
![Page 16: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/16.jpg)
AAARRRTUNNEL FUNNEL ENTONNOIR PIPELINE
![Page 17: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/17.jpg)
experience phygitale
N°1
OMNICANAL
![Page 18: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/18.jpg)
toutsurlemarketing.com/MTIou sur Google
GEM MTI digital
![Page 19: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/19.jpg)
![Page 20: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/20.jpg)
![Page 21: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/21.jpg)
![Page 22: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/22.jpg)
![Page 23: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/23.jpg)
TenCent WeChat MiniProgram SDK opensource
![Page 24: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/24.jpg)
Black Mirror NOSEDIVE (S03E01) Entire History of you (S01E03) Passeport Social : note de confiance 4 millions pax CN
![Page 25: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/25.jpg)
![Page 26: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/26.jpg)
![Page 27: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/27.jpg)
![Page 28: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/28.jpg)
NOUVELLE ÉCONOMIE
MARKETING GAFA
RÉVOLUTION ATTENTES
TRANSFORMATION DIGITALE
INNOVATION MÉTHODE CULTURE
INNOVATIONS A INTÉGRER
IA BLOCKCHAIN SAAS API BLUE EXPECTATION
EXPERIENTIAL CONNAISSANCE
toutsurlemarketing.com/MTI
2 31
![Page 29: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/29.jpg)
![Page 30: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/30.jpg)
![Page 31: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/31.jpg)
#mti
sli.do ou slido.com #gem
![Page 32: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/32.jpg)
EP01
![Page 33: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/33.jpg)
Les Nouvelles économies
![Page 34: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/34.jpg)
Numérique invention, technologie, recherche, technique, scientifique, code, brevet…
Digital innovation, utilisation, usage, assistance, commande, clic, relation homme-machine…
Cyber sécurité, protection, hacker, virus, espionnage, militaire, défense, bureau des légendes
EN ≠ FR
![Page 35: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/35.jpg)
Numérique
Digital
Cyber
1 2 3
![Page 36: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/36.jpg)
INTERNET
INTRANET
WWW WEB
NetWork / réseau DNS TLD
TCP/IP v4 v6 MAIL SMTP POP
FTP DataBase SSL
HARD DOD/ Arpanet
Vint Cerf
CLOUD DATA SOFT
SAAS
HTTP URL CLOUD / SOFT
HTML DOM APACHE CERN Tim Berners Lee
DEEP DARK WEB TOR
<html> <head> <body> css .js
SQL / Postgres Oracle select from where group having order
APP SOFTWARE
NODE.js vue.js
react / angular JS
GIT (hub lab)
![Page 37: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/37.jpg)
Digital Numérique
Cybernétique Éthique
= DATA contrôle
= INDIVIDUEL personalisation
= Politique moral
![Page 38: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/38.jpg)
LEÇON INAUGURALE D’ÉCONOMIE NUMÉRIQUE
& MARKETING MODERNE
![Page 39: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/39.jpg)
Méfiez-vous des recettes des années 60• 4P de Jerome McCarthy (1960)
Produit - Prix - Promotion - Place • 5B de Charles Kepner (1955): BON -
produit prix endroit moment quantité • SWOT de Humphrey (1970) • CAP Caractéristique Avantage Preuve • cognitif / conatif / affectif • SONCAS / AIDA
VU EN
COURS
comic
![Page 40: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/40.jpg)
![Page 41: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/41.jpg)
SWOT
![Page 42: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/42.jpg)
VUCA
![Page 43: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/43.jpg)
VUCA Simplifié
Contrairement à SWOT ou PESTEL toutes les cases ne sont pas remplies à l’instant T. A chaque étape, le décideur se trouve dans une case qui nécessite une certaine attitude Outil militaire post guerre froide
V
Décision multifactorielle
il faut mieux analyser et clarifier la situation
AC
ULa solution est inconnue dans un environnement instable
il faut de l’agilité pour imaginer le futur
Seule la vitesse des changements augmente
il faut suivre la vision de la stratégie et l’adapter
La stabilité actuelle n’aide pas l’adaptation au futur
il faut mieux comprendre les réactions face à nos actions
1/ Niveau de connaissance sur l’écosystème, l’environnement et la situation
2/ C
apac
ité à
pré
dire
les
cons
éque
nces
des
déc
isio
ns /
Qua
lité
des
préd
ictio
ns d
es e
ffets
des
act
ions
![Page 44: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/44.jpg)
4P
![Page 45: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/45.jpg)
6. Positioning 7. UX / CX & content 8. Distribution 9. Promotion 10. Data and Measurement
1. Strategy 2. Market Orientation 3. Customer insight 4. Brand & Value 5. Segmentation Targeting
4P
M3 Modern Marketing Model
![Page 46: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/46.jpg)
![Page 47: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/47.jpg)
MIX mmm
![Page 48: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/48.jpg)
marketingcréer de la valeur pour l’entreprise,
le client, et l’écosystème
![Page 49: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/49.jpg)
![Page 50: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/50.jpg)
€=
![Page 51: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/51.jpg)
meeting needs
profitablyPhilip Kotler
(2006 12ème édition de Mkt Mgt)
![Page 52: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/52.jpg)
Aphorisme de Hubert Kratiroff
your happiness is my business
![Page 53: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/53.jpg)
![Page 54: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/54.jpg)
TEXT
![Page 55: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/55.jpg)
The best marketing strategy ever :
« CARE » Gary Vaynerchuk
Stop selling. Start helping Zig Ziglar
![Page 56: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/56.jpg)
Créer de la valeur pour le client, l’écosystème et l’entreprise
hk 2014
![Page 57: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/57.jpg)
« Transformer la satisfaction des clients
en profit pour l’entreprise »
Hubert Kratiroff (2004 Chef de Produit)
![Page 58: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/58.jpg)
futurelab @ MyLittle
![Page 59: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/59.jpg)
![Page 60: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/60.jpg)
bref j’fais des cours
![Page 61: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/61.jpg)
![Page 62: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/62.jpg)
Offre initiale (solution) Problème résolu Persona Carte empathie Value proposition Offre finale Distribution
1/ marketing de l’offre
![Page 63: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/63.jpg)
Persona Carte empathie Problèmes réels Value proposition Offre (solution qui résout le problème)
Distribution
2/ marketing de la demande
![Page 64: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/64.jpg)
![Page 65: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/65.jpg)
SWOT
![Page 66: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/66.jpg)
VUCA
![Page 67: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/67.jpg)
VUCA
VUCA
![Page 68: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/68.jpg)
VUCA Simplifié
Contrairement à SWOT ou PESTEL toutes les cases ne sont pas remplies à l’instant T. A chaque étape, le décideur se trouve dans une case qui nécessite une certaine attitude Outil militaire post guerre froide
V
Décision multifactorielle
il faut mieux analyser et clarifier la situation
AC
ULa solution est inconnue dans un environnement instable
il faut de l’agilité pour imaginer le futur
Seule la vitesse des changements augmente
il faut suivre la vision de la stratégie et l’adapter
La stabilité actuelle n’aide pas l’adaptation au futur
il faut mieux comprendre les réactions face à nos actions
1/ Niveau de connaissance sur l’écosystème, l’environnement et la situation
2/ C
apac
ité à
pré
dire
les
cons
éque
nces
des
déc
isio
ns /
Qua
lité
des
préd
ictio
ns d
es e
ffets
des
act
ions
![Page 69: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/69.jpg)
VUCA : NIKE with colin kaepernick
![Page 70: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/70.jpg)
VUCA
![Page 71: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/71.jpg)
Bob Dylan
Kendrick Lamar
Voix/écriture
![Page 72: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/72.jpg)
PSY 4 milliards de vues YouTube : 6M€ de droit +
![Page 73: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/73.jpg)
![Page 74: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/74.jpg)
Evonomics Collapsologie Pas d’oracle
![Page 75: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/75.jpg)
![Page 76: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/76.jpg)
PERVASION
![Page 77: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/77.jpg)
“Le futur est déjà là — il n'est simplement pas réparti équitablement.”
William Gibson
![Page 78: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/78.jpg)
William Ford Gibson (1948-)
cyberspace noir prophet
THE FUTURE IS ALREADY HERE — IT'S JUST NOT VERY EVENLY DISTRIBUTED
![Page 79: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/79.jpg)
![Page 80: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/80.jpg)
![Page 81: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/81.jpg)
![Page 82: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/82.jpg)
NBIC
![Page 83: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/83.jpg)
NBICNano (techno, matériaux, graphène, H)
Bio (techno, mimétisme, blob, axolotl)
Informatique (IOT, 3Dprint, Additiv, Blockchain, Quantique, Algorithme) Cognitif (IOB, IA, ML, MOOC, edTech, apprentissage adaptif)
IKB79
![Page 84: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/84.jpg)
![Page 85: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/85.jpg)
![Page 86: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/86.jpg)
![Page 87: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/87.jpg)
Gartner Hype Cycle
![Page 88: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/88.jpg)
Les 9 tendances technologiques
WorkShop1/ L’internet des comportements «Internet of Behaviors » qui découle de l’ « Internet of Things »
2/ L’expérience totale : multiexperience (MX), l’expérience client (CX), l’expérience employé (EX)
3/ L’agilité des entreprises
4/ L’ingénierie de l’intelligence artificielle
5/ L’hyper-automatisation est l’idée que tout ce qui peut être automatisé dans une organisation
6/ Le cloud distribué
7/ Les opérations en tout lieu
8/ Cybersécurité
9/ Vie privée informatique
![Page 89: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/89.jpg)
WorkShop
Les 9 tendances technologiques
![Page 90: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/90.jpg)
Les 9 tendances technologiques
![Page 91: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/91.jpg)
Les 9 tendances technologiques Gartner a dévoilé les 9 tendances technologiques qui mettent en évidence les opportunités et les moyens pour les entreprises de se différencier de leurs concurrents dans un contexte inédit. « 2020 a été marquée par la disruption ». Une année qui a forcé les entreprises à se réinventer, à pivoter et à explorer de nouvelles pistes.
WorkShopL’internet des comportements La première tendance dévoilée par Gartner est l’ «Internet of Behaviors » qui découle de l’ « Internet of Things »
L’expérience totale combine des disciplines traditionnellement cloisonnées telles que la multiexperience (MX), l’expérience client (CX), l’expérience employé (EX) et l’expérience utilisateur (UX).
L’agilité des entreprises : une entreprise qui peut s’adapter et se réorganiser fondamentalement en fonction de la situation actuelle. Selon Gartner, les entreprises devront en 2021 donner un meilleur accès à l’information, compléter cette information par une meilleure connaissance et avoir la capacité de répondre rapidement aux implications de cette connaissance.
L’ingénierie de l’intelligence artificielle sans l’ingénierie de l’IA, la plupart des sociétés ne parviendront pas à faire passer les projets d’IA du stade de la preuve de concept et des prototypes à celui de la production à grande échelle.,
![Page 92: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/92.jpg)
L’hyper-automatisation est l’idée que tout ce qui peut être automatisé dans une organisation doit l’être. Selon Gartner, de nombreuses entreprises sont soutenues par un « patchwork » de technologies qui ne sont ni légères, ni optimisées, ni connectées, ni propres, ni explicites. Ce qui n’est pas étonnant puisque l’accélération du e-commerce exige efficacité, rapidité et démocratisation. Les marques qui ne se concentrent pas sur l’efficacité, l’efficience et l’agilité commerciale seront laissées pour compte en 2021
WorkShopLe cloud distribué Le cloud distribué est le lieu où les services de cloud sont distribués à différents endroits physiques, mais le fonctionnement, la gouvernance et l’évolution restent la responsabilité du fournisseur de cloud public.
Les opérations en tout lieu Les opérations en tout lieu font référence à un modèle d’exploitation informatique conçu pour soutenir les clients partout, permettre aux employés d’y accéder n’importe où et gérer le déploiement des services commerciaux dans une infrastructure distribuée. Cette tendance a été omniprésente à l’arrivée de la crise sanitaire alors que le télétravail est devenu la norme.
Le maillage de la cybersécurité est une approche architecturale distribuée pour un contrôle de la cybersécurité évolutif, flexible et fiable. La crise sanitaire a fait que la plupart des biens et des dispositifs sont désormais connectés en dehors des paramètres de sécurité physiques et logiques traditionnels.
![Page 93: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/93.jpg)
facebook horizon metaverse
![Page 94: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/94.jpg)
![Page 95: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/95.jpg)
![Page 96: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/96.jpg)
![Page 97: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/97.jpg)
Software is eating the world WEB 1.0 —> 3.0
![Page 98: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/98.jpg)
Web1 (roughly 1990-2005) was about open protocols that were decentralized and community-governed. Most of the value accrued to the edges of the network — users and builders.
Web2 (roughly 2005-2020) was about siloed, centralized services run by corporations. Most of the value accrued to a handful of companies like Google, Apple, Amazon, and Facebook.
We are now at the beginning of the web3 era, which combines the decentralized, community-governed ethos of web1 with the advanced, modern functionality of web2. Web3 is the internet owned by the builders and users, orchestrated with tokens.
![Page 99: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/99.jpg)
4ème révolution industrielle
Vapeur + moteur Électricité NTIC NBIC
![Page 100: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/100.jpg)
https://toplink.weforum.org/knowledge/explore/all https://toplink.weforum.org/knowledge/insight/a1Gb0000001hXcwEAE/explore/summary
![Page 101: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/101.jpg)
![Page 102: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/102.jpg)
https://toplink.weforum.org/knowledge/explore/all https://toplink.weforum.org/knowledge/insight/a1Gb0000001hXcwEAE/explore/summary
![Page 103: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/103.jpg)
![Page 104: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/104.jpg)
![Page 105: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/105.jpg)
Vapeur + moteur Électricité NBIC (inclus NTIC)
3ème
révolution industrielle
![Page 106: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/106.jpg)
-3000 écriture 1800 Vapeur 1450 imprimerie/chiffre 1900 Électricité 2000 NBIC 2000 NBIC
Michel Luc SERRES FERRY
![Page 107: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/107.jpg)
![Page 108: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/108.jpg)
Révolutions : social économique technologique
![Page 109: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/109.jpg)
AGRI… INDUSTRIALISATION TERTIARISATION DIGITALISATION
![Page 110: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/110.jpg)
![Page 111: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/111.jpg)
![Page 112: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/112.jpg)
Gutenberg Zuckerberg Sandberg
![Page 113: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/113.jpg)
![Page 114: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/114.jpg)
![Page 115: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/115.jpg)
![Page 116: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/116.jpg)
![Page 117: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/117.jpg)
![Page 118: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/118.jpg)
![Page 119: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/119.jpg)
2012-2014 Peter Thiel
PayPal FB, spaceX, LinkedIn
![Page 120: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/120.jpg)
Les 3 étapes de toute Innovation / rupture / revolution Utopiste / étrange / ridicule Impossible / dangereux Évident / simple
Thiel / Aberkane
1
3
2
1
3
![Page 121: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/121.jpg)
Ridicule
Dangereux
Évident
délai
délai
Innovation cycle
![Page 122: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/122.jpg)
![Page 123: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/123.jpg)
![Page 124: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/124.jpg)
Black Mirror NOSEDIVE (S03E01) Entire History of you (S01E03) Passeport Social : note de confiance 4 millions pax CN
![Page 125: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/125.jpg)
![Page 126: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/126.jpg)
![Page 127: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/127.jpg)
![Page 128: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/128.jpg)
servicisation disruption
uberisation tycoonisation
plateformisation
![Page 129: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/129.jpg)
Nouveaux Business Modèles
![Page 130: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/130.jpg)
![Page 131: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/131.jpg)
![Page 132: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/132.jpg)
![Page 133: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/133.jpg)
![Page 134: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/134.jpg)
![Page 135: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/135.jpg)
![Page 136: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/136.jpg)
Alipay
![Page 137: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/137.jpg)
xxx AAS
![Page 138: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/138.jpg)
PAAS plateform as a service
APP SOFT USER ADV TRUST DATA
![Page 139: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/139.jpg)
PLATEFORME VOCALE
![Page 140: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/140.jpg)
PLATEFORME DOMOTIQUE
![Page 141: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/141.jpg)
PLATEFORME SMART CITY
![Page 142: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/142.jpg)
Si les produits deviennent des services… que deviennent les services ?
![Page 143: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/143.jpg)
-TECHed
civic
medfin
mar
adtech
insurfood
green
ag water
deep
legal
prop
travelgov
wineaero
cal
culture
sleep
![Page 144: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/144.jpg)
economyblue
sha | ring
gift
market
plateform
attention
expectationmicro macro
neurooffre
evonomics
GIG
nudgecollaborativebarter
newthingonomics (IOT)
comportementale
wikinomics
![Page 145: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/145.jpg)
crowdlaw sha | ring
lending sourci
ng
collaboratif
intelligencefunding
power
marketing
collaboration
model
innovationopen
![Page 146: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/146.jpg)
![Page 147: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/147.jpg)
![Page 148: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/148.jpg)
![Page 149: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/149.jpg)
effet matthieu
spirale positive, les plus gros forts puissants (taille critique) le sont de plus
en plus : winner take all ≠ first to the market
![Page 150: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/150.jpg)
![Page 151: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/151.jpg)
GAFA
![Page 152: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/152.jpg)
GAFA MST NATU BEY BATX BDHH
Google* Amazon Facebook* Apple Microsoft Salesforce Twitter
Netflix Airbnb Tesla Uber Booking Expedia Yandex
Baidu Alibaba Tencent Xiaomi Bytedance DJI Hikvision Huawei
* Alphabet Meta
![Page 153: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/153.jpg)
Qui disrupte les BATXBDH ?
![Page 154: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/154.jpg)
![Page 155: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/155.jpg)
![Page 156: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/156.jpg)
![Page 157: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/157.jpg)
DNVB
![Page 158: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/158.jpg)
![Page 159: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/159.jpg)
Décomposition du marketing
![Page 160: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/160.jpg)
1- Philosophique : vision
2- Stratégique : long terme / projet / PM + BP
3- Opérationnelle : court terme / projet / plan d’action
Philosophique, stratégique et opérationnelle
![Page 161: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/161.jpg)
La philosophie marketing
![Page 162: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/162.jpg)
1. Consommateur au centre2. Démocratie marketing
consumer focus
Philosophie
![Page 163: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/163.jpg)
Marketing STRATÉGIQUE
![Page 164: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/164.jpg)
Fondamental du marketingSert de base à AnsoffSert de base au positionnementPrincipe de la segmentation
Outil de réflexion universel
Couple produit / marché
![Page 165: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/165.jpg)
Décomposition stratégique d’Ansoff
![Page 166: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/166.jpg)
Marketing Opérationnel =
3 x 6 moyens
![Page 167: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/167.jpg)
Marketing Opérationnel
MM
TM
18
6
6DM 6
![Page 168: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/168.jpg)
Marketing Mix1. Segmentation 2. Produit 3. Prix 4. Publi-promotion (consommateur) 5. Distribution 6. Positionnement
![Page 169: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/169.jpg)
TAXINOMIE
![Page 170: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/170.jpg)
Digital Marketing1. Web Management (tech) 2. Data & Research management 3. Référencements / SEARCH(ES) 4. Stratégie (M/s/w) 5. Commerce (M/s/w/m) 6. Publicité (M/s/w/m)
Taxinomie
![Page 171: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/171.jpg)
Taxinomie
![Page 172: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/172.jpg)
Taxinomie
![Page 173: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/173.jpg)
DIGITAL mindset
physique web mobile sociale metavers
UXface à face téléphone web1 2 web3 in APP push réseaux sociaux réseau spé metavers marque meta gén
Taxinomie
![Page 174: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/174.jpg)
![Page 175: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/175.jpg)
Économie de l’attentionExpectation economy
économie comportementalelike clic
engagement RT (ReTweet)
nudge marketing
![Page 176: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/176.jpg)
TIME =
MONEY
![Page 177: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/177.jpg)
attention =
Moneysans forgetica
![Page 178: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/178.jpg)
économie vs. marketing =
rationalité des agents
![Page 179: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/179.jpg)
Amartya SEN Nobel 1998 pour IDH
Richard Thaler Nobel 2017 pour Nudge
![Page 180: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/180.jpg)
Richard Thaler Nobel 2017 pour Nudge
inciter sans que l’incitation soit perceptible, sans contrainte ni récompense
![Page 181: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/181.jpg)
![Page 182: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/182.jpg)
1785 «Les Sablons» avec LouisXVI et Antoine Parmentier
![Page 183: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/183.jpg)
![Page 184: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/184.jpg)
![Page 185: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/185.jpg)
Key TakeAways
ce qu’il faut retenir
![Page 186: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/186.jpg)
:) = €
![Page 187: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/187.jpg)
Meeting needs
profitably in a VUCA
world
![Page 189: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/189.jpg)
![Page 190: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/190.jpg)
À propos du cours, des thèmes, des sujets, de l’innovation…
![Page 191: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/191.jpg)
VUCA d’un secteur
![Page 192: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/192.jpg)
Taxinomie
Faire une taxinomie générale du marketing sous forme d’une transit map (voir exemple de l’agile)
![Page 193: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/193.jpg)
![Page 194: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/194.jpg)
![Page 195: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/195.jpg)
195
CHIFFRES CLÉS
5600 en formation "dans la salle de classe"
2400 "hors les murs" (alternance, stages, césures, échanges...)
200 sportifs de haut niveau
8 000 étudiants
33 000 diplômés
50
programmes de formation
en France et à l’international du niveau Bac+2
7 000 participants formation
continue / an
![Page 196: MTI 2021 M1 - toutsurlemarketing](https://reader036.vdocuments.site/reader036/viewer/2022062416/62ad8e774ac8975458114eba/html5/thumbnails/196.jpg)
196
INTERNATIONAL
125partenaires internationaux dans le monde entier
20accords de double diplôme avec des institutions internationales
étudiants internationaux 159 nationalités dans l’école
3 30041% des effectifs