Digital Marketing Seminar - Part 2

mlsmm2233  2022-2023  Mons

Digital Marketing Seminar - Part 2
10.00 credits
30.0 h
Professional integration activity
MLSMM 2232 Immersion professionnelle 1 - Diagnostic
Main themes
This "activation" phase is a follow up to the course delivered in Q3.
At this stage, the student is in charge of a « digital » project within the organization hosting him/her for his internship.   
Seminars, relying on interactive exchanges, are organized around themes identified with the contribution of the students.
Each subject will be considered under a theoretical perspective and the latter should be activated in discussions with guest speakers (usually managers) that contribute to those seminars and offer case studies to the students.
In fine, students will be asked to "activate" the knowledge and perspectives within the frame of their own organization. The ultimate objective is to lead student to step back from every day urgencies in order to address problems from a holistic perspective. This should be translated in an internship report that discusses the digital strategy of the company and its operationalization.
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 Sciences de Gestion et in Ingéniorat de Gestion, this course mainly develops the following competencies:
  • Successfully use knowledge in the analysis of any professional situation.
  • Apply the rigor required at a university level when developing a strategy in digital marketing
  • Function well in group and adapt to any professional context.
  • Successfully manage the relationships with partners, managers and organization members.
  • Interpret results of analyses and propose relevant managerial recommandations.
Here are the specific knowledge considered by this course.
By the end of the course, students should be able to:
  • Understand the stakes of developping a digital strategy
  • Distinguish the different strategies available to a digital marketer
  • Grasp the diversity of methods that can be used in digital marketing
  • Comprehend the stakes of implementing digital marketing within an organization
  • Offer a critical view on (relevant) methodology
  • Manage a full digital project
  • Master a tool of web analysis and being able to run those analyses
  • Propose relevant recommendations
  • Evaluate the relevance and quality of an analysis proposed by external resources and manage the exchanges with this external organization.
Other information
Accessible only for student accepted in the immersion digital marketing option.
Online resources
Student corner
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.
Faculty or entity

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

Title of the programme
Learning outcomes
Master [120] in Management

Master [120] : Business Engineering

Master [120] in Management

Master [120] : Business Engineering