mlsmm2136  2020-2021  Mons

Due to the COVID-19 crisis, the information below is subject to change, in particular that concerning the teaching mode (presential, distance or in a comodal or hybrid format).
5 credits
30.0 h
Q2
Teacher(s)
Poncin Ingrid;
Language
French
Main themes
Digital marketing plays a key role in the evolution of marketing practices. This course aims to learn theoretical a practical knowledge on innovative approach and last digital marketing trends. Theses Marketing Digital trends will be put in perspective with consumer behavior and organization practices. In this context, regular seminars are organized on main themes defined every year for example: Digital ecosystem, digital foots, collaborative economy, gamification, consumer experience, IoT (Internet of Objects), content customization, ... .
The students will realize a project in direct link with the approached themes.
Aims

At the end of this learning unit, the student is able to :

1 Given the « competencies referential » linked to the LSM Master 120 in Sciences de Gestion et in Ingéniorat de Gestion, this course mainly develops the following competencies:
  • Acting in a global context;
  • Master multidisciplinary body of knowledge in order to have a deep analyses digital marketing trends;
  • Understand the scientific rigor required when implement digital marketing;
  • Integrate and work in a team; exercise enlightened leadership;
  • Define and manage a project to completion;
  • Communicate effectively and convincingly.
At the end of the class, students will be able to:
  • To know the trends and practices in Digital Marketing;
  • Understand the stakes in implementation of Digital Marketing in a company;
  • Be informed about practices regarding Digital Marketing;
  • Be capable to implement Digital Tools and determining their strategic and operational relevance for the company;
  • To develop a criticizes analysis of these marketing tools, their interest and limits;
  • Be capable to use these trends within the framework of strategic and operational marketing;
  • Develop capacities of permanent technology trends watch in digital marketing;
  • Think/describe on the evolution of these trends;
  • Develop capacities of applying these tools/technics in company.
 
Content
Digital marketing is playing an increasingly central role in the evolution and practice of marketing.
This course aims at acquiring a theoretical and practical understanding of innovative approaches and the latest trends in digital marketing. These trends in digital marketing will be put into perspective with consumer behavior and organizational practices.
Regular seminars are organized on themes defined each year such as: the digital ecosystem, the digital footprint of a company, the collaborative economy, gamification, consumer experience, the Internet of IoT objects, content, personalisation... .
Teaching methods

Due to the COVID-19 crisis, the information in this section is particularly likely to change.

Lectures (+ Professional speakers)
Case studies
Digital Intelligence
E-learning
Readings
Student Corner platform for distance interactions.
Evaluation methods

Due to the COVID-19 crisis, the information in this section is particularly likely to change.

Continuous evaluation (seminar participation, digital monitoring and e-learning)
Oral exam
Other information
This course module is recommended for students who wish to take the Digital Marketing Immersion option in Q3.
Online resources
Teams and Student Corner
Bibliography
Support de cours: Slides (Pwt du cours et des interventions professionnelles)
Références bibliographiques recommandées, lectures conseillées :
Chaffey D., Ellis-Chadwick F. (2020), Marketing digital, adapté en français par Henri Isaac, Pierre Volle, Maria Mercanti-Guérin, Pearson.
 
Suivi très régulier de l'actualité du digital marketing: repérage des initiatives innovantes, des opérations entrant dans le cadres des nouvelles tendances, etc. 
Lecture de magazines, sites Internet, veille stratégique et opérationnelle sur les tendances en digital marketing.
 
Faculty or entity
CLSM


Programmes / formations proposant cette unité d'enseignement (UE)

Title of the programme
Sigle
Credits
Prerequisites
Aims
Master [120] in Management
GESM2M
5
Master [120] : Business Engineering
INGM2M
5
Master [120] in Management
GEST2M
5
Master [120] : Business Engineering
INGE2M
5