5.00 credits
30.0 h
Q2
Teacher(s)
Poncin Ingrid;
Language
French
Prerequisites
/
The prerequisite(s) for this Teaching Unit (Unité d’enseignement – UE) for the programmes/courses that offer this Teaching Unit are specified at the end of this sheet.
The prerequisite(s) for this Teaching Unit (Unité d’enseignement – UE) for the programmes/courses that offer this Teaching Unit are specified at the end of this sheet.
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.
The students will realize a project in direct link with the approached themes.
Learning outcomes
At the end of this learning unit, the student is able to : | |
1 | Given the « competencies referential » linked to the LSM Master 120 in Management and in Business Engineering, this course mainly develops the following competencies:
|
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... .
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
Lectures (+ Professional speakers)
Case studies
Digital Intelligence
E-learning
Readings
Student Corner platform for distance interactions.
Case studies
Digital Intelligence
E-learning
Readings
Student Corner platform for distance interactions.
Evaluation methods
Continuous evaluation (seminar participation, digital monitoring and e-learning)
Oral exam
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
Learning outcomes
Master [120] in Management
Master [120] in Business Management
Master [120] : Business Engineering
Master [120] in Management
Master [120] : Business Engineering