Marketing

Permanent URI for this collectionhttps://dspace.esm-tlemcen.dz/handle/123456789/2

Le master marketing forme des professionnels capables de mettre en œuvre une stratégie marketing et un plan d’actions marketing par rapport à un produit, un service, une ligne de produits ou de services et de réaliser ensuite des études pour analyser le résultat des actions menées. Grace à cette formation, notre école vous préparez à une insertion rapide sur le marché du travail.

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دور جودة الخدمات في تحقيق رضا الزبائن - وكالة البيض –دراسة حالة مؤسسة موبيليس
(المدرسة العليا للإدارة الاعمال تلمسان, 2020-06-24) خولة بردان
This study represents to highlight each dimension of the quality of services provided and to determine which dimensions have an impact on achieving customer satisfaction. We divided our study into two parts, a theoretical part consisting of two chapters, containing all concepts related to the quality of services and customer satisfaction and the relationship between them. And a practical part related to the field study, our selection of Mobilis as the place for our study as the first distributor of the mobile network in Algeria, so that we distributed a questionnaire to a sample of Mobilis customers at El Bayadh Agency in order to collect and analyze data and know the results. Finally, we concluded that the customers of Mobilis Mobile Network Agent are satisfied with the services provided to them, rate their quality highly, and attach great importance to security and trust.
Les effets du bouche à oreille électronique (E-WOM) sur l’intention d’achat. Le cas du secteur hôtelier
(école superieure de managment tlemcen, 2021) Bouyakoub Doudja Hanane
Our study focuses on the phenomenon of electronic word of mouth, which has developed strongly in recent years, especially with the arrival of social networks that have changed the world. The Internet has changed the way businesses interact with their customers. The study of how the consumer reacts to the adoption of new information and communication technologies, and in particular the hotel sector, seems to be an interesting line of research that requires further research. The aim of this research is to test the effects of e-WOM on purchasing intentions. A qualitative study is applied to address the problem and reveals that electronic word-of-mouth has positive effects on purchasing intention and may also be negative on the intention to purchase.
L’impact de la qualité de service sur la satisfaction de la clientèle Etude de cas : Crédit Populaire d’Algérie
(école superieure de managment tlemcen, 2021) BOUCHEMEL MOSTAFA; DJERIOU RAMZI
In a competitive environment, mastery of quality is one of the factors of success for the company. A good mastery of the quality of service causes a competitive advantage and a barrier to entry difficult to overcome by the competitors. In the present work, we have opted for the banking sector including the CPA bank as a case study, in order to know how the quality of service can be a key to satisfaction. To better verify our hypotheses we have adopted a quantitative research with 100 clients of the CPA. The results of our research show that quality of service has a positive impact on customer satisfaction.
The impact of social media marketing on tourism destination branding in Algeria
(école superieure de managment tlemcen, 2021) Sekiou Djamel Eddine
The main purpose of this graduation thesis titled by “The impact of social media marketing on tourism destination branding in Algeria” is to help the travel agencies in Algeria to understand the social media marketing standing & its impact on the tourism industry and destination branding as a major necessary tool in order to reach the clients in a short time & communicate better with them, by understanding the opponents of social media marketing and its efficiency on the tourism industry and destination branding we shall achieve our aims. Our graduation thesis is composed of three chapters & each one of them deals with different aspect, chapter 1 is introductory and defines social media marketing and it is subdivided into three parts. Part 1 describes social media in general and part 2 explains social media platforms. Part 3 deals with the definitions of social media marketing. Chapter 2 examines tourism destination branding & it is consists of five parts starting by brand & branding than heading to brand equity, brand identity, Customer-based brand equity & finally destination branding. Chapter 3 is subdivided into three parts. Part 1 is about the presentation of our research, part 2 shows the survey results & analysis & the third part is a conclusion of the chapter. We used a qualitative research method in order to realize this study & conducted a survey and post it online in order to understand through the answers how much the Algerian people know about the social media marketing and its impact on the tourism destination branding. We concluded that using a specific social media platform can be more efficient. But we also can say that the use of a certain combination between the various tools can be more efficient & it might increase the odds of attracting much more tourists. Based on our survey’s results, we have recommended some solutions & suggestions to our travel agencies under the aim of helping them to develop and re-consider their shared content online. Keywords: Social media platforms, travel agencies, social media marketing, tourism destination branding
The importance of inbound marketing and its role in satisfying Algerian e- customers
(école superieure de managment tlemcen, 2021) NASRI Imane
Cette mémoire vise à étudier l'importance de l'inbound marketing dans la satisfaction des e-clients en Algérie. Cette thèse contient des informations sur le marketing numérique, l’inbound marketing et la satisfaction des e-clients. Les méthodes utilisées dans la thèse permettent d'attirer et de mieux comprendre les clients, de trouver des moyens efficaces pour atteindre les clients probables, de créer une longue liste de clients potentiels. Notre mémoire de fin d'études est composé de deux parties, partie théoriques ; il est divisé en deux chapitres, le premier chapitre est une introduction et définit le marketing numérique. Le chapitre 2 traite de la méthodologie, les stratégies et les outils du l’inbound marketing. Et la partie empirique dans le chapitre 3. Pour réaliser cette étude, nous avons choisi une recherche qualitative ; nous avons mené une enquête et l'avons publiée en ligne afin de comprendre à travers les réponses comment les e-clients algériens traitent les différentes stratégies d'inbound marketing et son importance pour les ravir. Nous concluons que l'utilisation de stratégies et d'outils d'inbound marketing permet de satisfaire les e-clients
اثــــــــــر العلاقات العامة على مبيعات المؤسسة SARL SOLHYD دارســــــــــــــــة حــــــالـــــة مؤسســـــــــــــــــــــــــــــــــــــــــــة
(المدرسة العليا للإدارة الاعمال تلمسان, 2021) هبري نصيرة
In this study, a very important topic was addressed and represented in the impact of public relations on the sales of the institution, by highlighting the SARL SOLHYD institution and trying to identify the strategies used to improve its sales. The study dealt with a topic in terms of the concept of public relations, its importance, principles and most important strategies, with defining the concept of the public and its types in addition to diving into the public relations audiences of the institution. to achieve this improvement. We also aim through this study to know the degree of public relations contribution and its impact on sales.
دور التسويق الالكتروني في تحسين الميزة التنافسية دراسة حالة :مؤسسة طونيك صناعة - بواسماعيل
(2021) مخانق عبد المجيد
Nowadays, all areas and sectors of business in the world are witnessing a digital transformation. The impact of this transformation on various departments was reflected in the structuring of institutions in particular in terms of goals to be achieved and in record time. In fact, the information revolution that accompanied globalization and the opening to the world market helped to change many concepts, including the traditional concept of commerce. The internationalization and digitalization of business activity have made a work that does not recognize the time and territorial boundaries either between individuals or the market. They link the so-called e-commerce, to the extent that online shopping has become the daily routine of modern people. E-marketing is an interesting topic for many economic institutions, as it enables them to gain many competitive advantages. Thus it helps them in ensuring their flexibility in the face of competition. In this context, this study came to learn about e-marketing and its role in improving the competitive advantage of the economic institutions having the light on Tonic Corporation as a case study
التجارة الالكترونية بين التحول الرقمي و المستهلك الالكتروني في ظل جائحة كوفيد Guiddini دارسة حالة
(المدرسة العليا للإدارة الاعمال تلمسان, 2021) شقرون عبد القادر
The aim of this study is to investigate the extent to which the COVID-19 pandemic contributed to activating electronic commerce, whether from the digital transformation of institutions or the consumer's orientation towards electronic purchase. The descriptive- analytical approach was adopted, to check the effect of the independent variable on the two dependent variables within the hypotheses of the study. Two research tools were employed for each part of this study, where the Guiddini Foundation case study was used. It demonstrated the existence of the impact of the pandemic on the activation of e- commerce, with the approval of its path, given the comparison of the activity of his institution for the two periods before and after the pandemic. On the other hand, the questionnaire tool was employed and it was analyzed by (V25) SPSS program, addressing the study. The working body of the Higher School of Management Tlemcen: the staff of professors, students, and also its employees were in the study community. This enabled us to form a sample of (130) informants. This intent Investigates the extent of the impact of the Covid 19 pandemic on a shift in consumer behavior towards electronic purchase. After using appropriate statistical methods for data processing and analysis, we concluded that there is a direct and statistically significant relationship between the Covid 19 pandemic and digital transformation
الخدمات السياحية والفندقية وتأثيرها على المستهلك السائح دراسة حالة مجموعة فنادق ولاية وهران
(المدرسة العليا للإدارة الاعمال تلمسان, 2021) مناد يونس عبد الرحمان
Tourism activity begins with tourism marketing by showing the capabilities of the state and tourism resources, especially tourism and hotel services, such as transportation services, security services, catering services, tourist accommodation services, reception services, cleaning, food delivery services and other services, as part of the marketing orientation Modern tourism towards the tourist consumer. Tourist institutions (tourist agencies, hotels) are interested in studying the behavior of the tourist consumer in order to understand purchasing decisions that are affected by a set of psychological factors (perception, motives, personality, learning, trends) and social factors (families, groups, religions and beliefs) In order to meet those needs and desires in order to understand the behavior of the tourist consumer and his reactions to the tourism and hotel services and to know his arguments and desires, we conducted a study on a group of hotels in the state of Oran, After defining the statistical community by taking a sample of 125 tourists, the results extracted from the SPSSV26 program proved that the tourist is satisfied with the quality of tourism services. And the hotels provided to him by the hotels of the state of Oran, this indicates that the tourism and hotel sector does not suffer from a shortage and poor quality of its services, the tourist pays attention to the price and the quality of the tourist and hotel services when choosing the hotel
L’impact du marketing digital sur le comportement d’achat du consommateur : cas de la boutique en ligne Jumia Algérie
(école superieure de managment tlemcen, 2021-07-04) Bouriche sihem
The world has changed, society has evolved, the advent of digital has changed our habits and our life style. This evolution has upset the notions of traditional marketing, today we talk more about digital marketing where companies run their advertisements on television channels or through newspapers and urban billboards. The modern consumer is more and more demanding, he demands that we produce what he wants to consume, he sees himself as an actor in the production chain. These conditions have made it more profitable for companies to retain their customers than to find new ones. This study generally aims to study the impact of digital marketing on the purchasing behavior of the consumer in the digital age case of Jumia dz, where we established the theoretical approach in the first and the second chapter, then the empirical approach. which defines the study at the economic Marco level in the ranking of digital marketing in Algeria compared to other countries; using the xl-stat 2020 program and the Smart PLS3 program for a sample of 100 Jumia site users.
ﻣﺸﺮوع إﻧﺸﺎء ﻣﺰرﻋﺔ ﻹﻧﺘﺎج اﻟﺪﺟﺎج و اﻟﺒﻴﺾ اﻟﻌﻀﻮي دراﺳﺔ ﺣﺎﻟﺔ 'اﻟﻤﺰرﻋﺔ اﻟﺒﻠﺪي 'ﺑﺸﻠﻐﻮم اﻟﻌﻴﺪ ﻣﻴﻠﺔ
(المدرسة العليا للإدارة الاعمال تلمسان, 2021-07-06) ﺣﻔﺮة زﻫﻴﺔ
This study aimed to highlight the role of entrepreneurial work in small and medium enterprises by highlighting the role of women entrepreneurs, which were characterized by their creativity despite the challenges. Where the study was based on how to establish a project represented in an organic poultry farm for the production of municipal eggs that targets a segment of customers in order to raise the slogan of healthy nutrition for the consumer, which has become a global trend for a healthy lifestyle. The economic feasibility proved that our project is successful and profitabe
اﺛر اﻟﺗﺳوﯾق اﻻﻟﻛﺗروﻧﻲ ﻋﻠﻰ ﺟودة اﻟﺧدﻣﺎت اﻟﻣﺻ رﻓﯾﺔ دراسة حالة بنك التنمية الريفية وﻻﯾﺔ ﺗﯾﺎرت وﻛﺎﻟﺔ BADR
(المدرسة العليا للإدارة الاعمال تلمسان, 2021-07-08) ﻣﻛﻲ زﻫرة
Au début du XXIe siècle, le monde a connu un grand développement dans le domaine des technologies de l'information et de la communication, ce qui a poussé les institutions économiques à se précipiter pour exploiter Internet pour accroître leur compétitivité et augmenter leurs profits, et peut-être que le marketing électronique est l'un des les aspects les plus importants de cette exploitation.Comme moyen d'améliorer la qualité des services que vous offrez aux clients. A la lumière de cette réalité, cette recherche vise à connaître l'étendue de l'impact du marketing électronique sur la qualité des services bancaires à la Banque d'Agriculture et de Développement Rural de la Wilayat de Tiaret Agence-554-. Pour atteindre cet objectif, nous avons utilisé l'outil questionnaire dont les résultats ont été analysés à l'aide du programme SPSS de la manière suivante : Le e-marketing affecte la qualité des services bancaires chez Badr Bank, c'est-à-dire qu'il affecte toutes les dimensions de sa qualité (tangibilité, fiabilité, réactivité, sécurité et empathie).
دور إدارة المعرفة في تحسين جودة خدمات التعليم العالي حسب Servequal نموذج " - تلمسان– دراسة حالة
(المدرسة العليا للإدارة الاعمال تلمسان, 2021-07-11) بن صغير محمد; بعطوش محمد
This study aimed to explain the processes of knowledge management and know its role in improving the quality of higher education services according to the servequal model in the Higher School of Management - Tlemcen, through the use of the descriptive analytical approach to verify the effect of the independent variable on the dependent variable in the light of the study hypotheses. The study population is represented by the school’s (65) professors, while the study sample included (48) professors, and the two students relied on a questionnaire containing the study’s two variables (knowledge management processes and the quality of higher education according to the sevequal model. And after using the appropriate statistical methods for data processing and analysis, we found a positif significant relationship between knowledge management and improving the quality of higher education services at the Higher School of Management
تأثير الكلمة المنطوقةالإلكترونية على وفاء الزبون دراسة حالة عينة من زبائن oppo للهواتف الدكية ولاية تلمسان
(المدرسة العليا للإدارة الاعمال تلمسان, 2021-07-11) كروشي كريمة
The aim of the studyis to clarify the impact of the electronicoperativeword on customerloyalty, specifically the impact of the electronicutterance, whether by changinghis opinion about choosing a particularproduct or service, or even by motivatinghim and creatinghisdesire to try a product or service whileconvincinghim of itthrough publications and commentsleft by othercustomers. Aftertheirexperimentthrough social media, and in order to achieve the objectives of the study, an electronic questionnaire wasdistributed to a sample of 132 individuals, and a number of statisticalmethodswereused and processedwith the Statistical Package for Social Sciences (spss V26). . To find out the resultsreached, as well as to test the researchhypothesesthatweredeveloped, as the studyshowed a statisticallysignificantrelationshipbetween the electronicword of Mouth on customerloyalty
L'intelligence Economique : Un levier pour le marketing stratégique Cas : General Electric
(école superieure de managment tlemcen, 2021-07-12) HADJAOUI Ahmed
Avec le boom d’internet, la mondialisation, les frontières s’effacent, et les menaces augmentent. Afin de pallier, et parer à ces menaces, l’intelligence économique peut s’avérer être un outil non négligeable pour pouvoir faire face au changement perpétuels que connaissent le monde actuel ou l’information est au cœur de la problématique et ce afin d’être compétitive et rester sur la scène économique. Notre étude a été réalisée dans le but de savoir si l’entreprise General Electric ont connaissance de cette discipline et si elles la pratiquent. Nos résultats démontrent que leur connaissance relative à cette discipline reste insuffisante et mal maitrisée. C’est pour cette raison qu’un dispositif d’enseignement, d’information et d’accompagnement des entreprises devraient être mis en place
L’attitude des consommateurs algériens face à un produit alimentaire de terroir : Cas de l’huile d’olive
(école superieure de managment tlemcen, 2021-07-14) Doumer Ikram
Notre travail est cerné de connaitre l’attitude des consommateurs algériens à l’égard des produits de terroir notamment l’huile d’olive, cette étude permet de classer les attitudes et les principales facteurs qui motivent et influence l’achat de consommateur algérien. Les produits de terroir sont le résultat d'une série d'interactions entre la culture des communautés et l'espace géographique. Ces produits issus de petits terroirs se caractérisent par leur originalité et leur typicité, mais ils sont souvent méconnus des clients, ce qui nécessite des efforts de commercialisation. En ce sens, le marketing apparaît comme un moyen pour permettre aux produits de terroir de se faire connaître, d'être vendus et de se présenter comme de véritables concurrents des produits de la grande industrie et pour gérer une bonne commercialisation il s’agit de bien connaitre le consommateur
Le rôle du marketing d’influence sur l’e-réputation des entreprises en Algérie
(école superieure de managment tlemcen, 2021-09-12) AMMOUR Lylia
In the last few years..the entry of influencers to social media has totally changed it .their popularity and notoriety ..the Companies has been obliged to embrace the influence marketing 180 strategy to ensure their position and face all the harsh Contest in the market.the influencers and companies work side to side in communicational Proceedings to anchor the brand image,the digital identity,and the e-reputation.For thus,this work aimes to understand the rule of influence marketing on the e-reputation In order to answer the thesis main problem,we have done an internship and our studies based on 121 internet users , in this matter ,we illustrated the case of companies situated here in algeria.with the help of a survey made in purpose of ascertaining our research hypothesis
مساهمة التسويق الرقمي في تنمية العلاقة مع الزبون
(المدرسة العليا للإدارة الاعمال تلمسان, 2021-09-19) ملياني فيروز
This study aims to highlight how digital marketing contributes to activating and developing the relationship with the customer, as its importance is manifested in highlighting the effective role offered by digital marketing tools in achieving customer satisfaction and loyalty. The results of the study concluded that digital marketing plays an important and effective role in activating and developing the relationship with the customer, as it allows for more effective communication, dialogue and interaction between the organization and its customers without spatial or temporal restrictions.
L’éffet de la gestion de la réclamation client Dans l’amélioration de la qualité de service perçu Cas pratique : l’opérateur téléphonique DJEZZY
(école superieure de managment tlemcen, 2021-09-20) Menazeli Asmaa Nour EL houda
The objective of our work is to analyze the impact of the management of customer complaints in improving the quality of services before, during and after the servuction of the telephone operator DJEZZY. To do this, we adopted a quantitative method with a sample of 100 djezzy users, the results were analyzed and processed using SPSS 20 software. The results show that complaint management have positive impact in improving the quality of services before, during and after servuction and therefore reducing the gap between perceived and expected quality
دراسة علاقة المزيج التسويقي بالإستراتيجية الشاملة للمؤسسات الجزائرية حالة مؤسسة تلواز
(المدرسة العليا للإدارة الاعمال تلمسان, 2021-09-21) لوخاد يمينة
This research aims to study the relationship of the marketing mix with the comprehensive strategy of Algerian institutions, where the study was conducted on the Teloise Foundation, the research section was divided into 04 chapters. It was devoted to the study of the institution’s case and the presentation and discussion of the results, where a set of results was reached, the most important of which was: It was concluded that the success of the institution in gaining a competitive advantage is related to the extent of compatibility between the adopted comprehensive strategy and its marketing mix, and that the matter is not only related to gaining competitive advantage, but rather it must be maintained for as long as possible