Digital Marketing

Teacher(s)

Jupsin Thierry; 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 via new digital tools. Firms also have to understand the new consumer decision journey and be in contact with the consumer wherever he is, on whatever support he uses and at any moment of the day. The proliferation of new data from the web will also help to design a good marketing strategy for the brand.
The objectives of the course are to:

• Review the latest changes impacting the marketing strategy of a company (situation analysis, segmentation and positioning).
• Understand the new consumer decision journey and key digital metrics that can help better understand consumers and competitors.
• Be able to develop a marketing plan taking into account traditional and digital marketing tools.

Content

This course will help students understand how to develop a marketing strategy in a 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 dramatically changed. Companies have now to stay in contact with the consumer wherever he is, on whatever devices he uses and at any moment of the day. Social networks and other digital channels have changed the way to reach this consumer. Traditional marketing is over and a series of new marketing concepts have to be understood to be effective in this new environment.
Moreover, marketing has never been so analytical with data generated via different digital channels. Companies need to be able to manage, analyze and take actions on this data to better answer more complex consumer needs. This has an impact on the way companies have to manage and structure their marketing department.  
 
The course will cover 6 modules:

1. Marketing revolution in the new digital landscape
2. Impact of digital on strategic marketing
3. New consumer decision journey, touch points and key metrics
4. Key digital media (SEO, SEA, Affiliates, online PR, display advertising and e-mailing)
5. Social media marketing
6. Big data, artificial intelligence and consumer privacy

Several conferences will be organized with digital specialists covering the latest changes in the market.

Teaching methods

The course focuses on different teaching methods including lectures, conferences, teamwork and case discussions.  Active participation is expected from students. Attendance to the course is strongly recommended as case discussions will be done  during classes.
Attendance to all the guest speakers conferences (see memo) as well as teamwork presentation is compulsory.

Evaluation methods

• First session: The course will be evaluated based on a team project (30%) and on an individual exam (70%). 
• If the teamwork assignment is not delivered and presented physically in class, students will not have completed the requirements of the course and will be given an “Absent” for the first session. Note that, while the use of AI is allowed for the teamwork, the students must systematically indicate all sections where AI was utilized.
• Penalty points: students must attend all mandatory guest speakers conferences. A penalty of 2 points (on final rating) will be applied for missing any one of them.

Therefore, it is compulsory:

• To attend the individual written exam
• To attend all the conferences in class
• To present your group project in class

• Second session (August): if students fail the course in the first session, they will only be evaluated in the second session via an individual exam (written or oral exam). Students don’t have the opportunity to represent the group project in the second session, and keep the grades attributed for the group project in the first session. Note that the malus points of the 1st session will continue to be integrated in the final mark of the second session.

Other information

Read the course memo on Moodle
English understanding is a must as the course is given in English
Several top business guest speakers will give a conference about their digital business.

Bibliography

Reference book:
Syllabus available on Moodle
And not compulsory: DIGITAL MARKETING, CHAFFEY AND CHADWICK, 7th edition. 2020 Pearson
Additional references on the topic  will be communicated later to the students

Teaching materials

• Memo of the course is available on Moodle (key document to read!) Key slides of the course will be available on Moodle. Presentations of the guest speakers will be available on Moodle. Teamwork briefing will be available on Moodle.

Faculty or entity

> CLSM