Tendances en Digital Marketing

MLSMM2136  2017-2018  Bruxelles Woluwe

Tendances en Digital Marketing
5.0 credits
30.0 h
2q

Teacher(s)
Poncin Ingrid ;
Language
Français
Prerequisites

/

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

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.

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”.

Teaching methods

Lectures (+ professional speaker)

Cases study

Project

Permanent Watch and blogging

Evaluation methods

Ongoing evaluation (participation to seminars, ...)

Oral exam

Online resources

Student corner

Bibliography
 
 
Faculty or entity


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

Program title
Sigle
Credits
Prerequisites
Aims
Master [120] in Business Engineering
5
-

Master [120] in Business Engineering
5
-

Master [120] in Management
5
-

Master [120] in Management
5
-