Advanced Strategic Marketing (Names from A to K)

Teacher(s)

Schuiling Isabelle;

Language

English

Prerequisites

1 basic marketing course

Main themes

This course will tackle the new challenges that marketers have to meet in the new and changing digital landscape.  This new digital landscape has a major impact on the way firms have to deploy their marketing strategies and structure their organization. The needs of consumers have changed and it is more difficult to satisfy them than before. Moreover, firms cannot communicate to consumers in a traditional way, they have to converse with them. They have to be in contact with the consumer wherever he is, on whatever support he uses and at any moment of the day.
The objectives of the course are to:

• Review the latest changes affecting the marketing strategy (situation analysis, segmentation and positioning)
•  Understand how the marketing organization has to be adapted to take into account the new digital environment
• Review how to manage brands in this new environment taking into account traditional and digital marketing tools.

Aims

At the end of this learning unit, the student is able to :
1	On successful completion of this program, each student will acquire the following skills : Knowledge and reasoning Project management Communication and interpersonal skills Leadership and team work   The course will help students to : understand the latest development of strategic marketing in the new digital landscape, review how the marketing organization has to be adapted, develop a marketing plan using all the new tools to contact to reach the consumers.

The contribution of this Teaching Unit to the development and command of the skills and learning outcomes of the programme(s) can be accessed at the end of this sheet, in the section entitled “Programmes/courses offering this Teaching Unit”.

Content

This course will tackle the new challenges that have to meet marketers when designing their marketing strategy in the rapidly changing digital landscape.
The new digital environment had a major impact on consumers’ habits and needs. As a result, the way to understand, communicate and reach consumers has changed dramatically. Companies have now to be in contact with the consumer wherever he is, on whatever devices he uses and at any moment of the day. Traditional marketing is over and a series of new marketing concepts have to be understood to be effective in this new environment.
Moreover, companies need to be able to manage, analyze and take actions on big data generated. This has an impact on the way companies have to manage and structure their marketing department. This is complex and requires new skills that companies do not always have.
The course will help students to 1) Understand how marketing has to change in light of the new digital landscape, 2) Review how to develop a marketing strategy in this new landscapeand 3) Learn how to design a marketing plan taking into account traditional and new digital tools.

Teaching methods

• The course focuses on different teaching methods including conferences, articles, video discussions and case studies. Active participation is expected from students. Attendance to the conferences is compulsory.

Evaluation methods

• First session:The course will be evaluated based on a group project (40%) and on an individual exam (60%).

If the teamwork assignment is not delivered, students will have not completed the requirements of the course and will be given an “Absent” for the first session.

• • The examwill be organized week 8
  • The teamwork assignmentneeds to be delivered by end of week 6

In parallel, individual participation will be evaluated based on 5 homework to be uploaded on moodle before the class.
Malus points will be attributed (up to 2.5 points) if the individual work is not done on time or due to the absence to the conferences.

• Second session: If students fail the course in the first session, they will only be evaluated in the second session via an individual exam. The group work results will not be taken into account anymore in this second session.

Other information

The course will cover 6 modules:

• Module 1: Marketing revolution in the new digital landscape
• Module 2 : Impact of the changes on strategic marketing
• Module 3: Key changes in the media landscape
• Module 4: The power of social media marketing
• Module 5: New digital communication tools
• Module 6: Big data, artificial intelligence and privacy

Bibliography

One syllabus is available at the DUC including only key slides.
If you want to know more about digital marketing, there is one good reference book (not compulsory for this course): Digital Marketing, Dave Chaffeyand Fiona Ellis-Chadwick, Pearson, 2015.

Faculty or entity

CLSM