Lecturer: Kristine De Valck -Associate Professor of Marketing - Ph.D. in Management, Rotterdam, Erasmus University, Netherlands

Introduction: HEC Paris was founded by the Paris Chamber of Commerce and Industry in 1881. With a history of more than 100 years, it is the most famous higher business management school in France and one of the most famous business schools in Europe. The university has undergraduate, MBA and doctoral degrees. At present, the school has developed into four colleges (Higher Business School, Higher School of Business Administration, Higher Doctoral School of Business and Higher School of Management Cadres) and several research centers (such as High Business Eurasia Center, International Financial Club, etc.) under the "Paris High Business Group".

Course introduction: With the increasing importance of online consumer groups, the way of market communication is changing. The content of this course includes word-of-mouth marketing, buzz marketing, community marketing, social network marketing, blog marketing and podcast marketing, and discusses positive and negative examples in the market. In addition, students will cooperate with a French mobile phone operator to practice.