Trends in Digital Marketing

Teacher(s)

Poncin Ingrid;

Language

French

Prerequisites

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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.

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: 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

Lectures (+ Professional speakers)
Case studies
Digital Intelligence
E-learning
Readings
Moodle and Teams platforms for distance interactions.

Evaluation methods

Continuous evaluation (seminar participation, digital monitoring and e-learning)
Oral exam
Note: In all work for this course (individual or group), sources of information must be systematically cited, in compliance with bibliographic referencing standards. If the student has used a generative AI, he/she is required to systematically indicate which parts of the work have been processed using this tool, adding a footnote specifying whether the AI was used and for what purpose (information retrieval, text writing and/or text correction). Students remain fully responsible for the content of their work, regardless of the sources used. Thus, by submitting a piece of work for assessment, the student affirms: (i) that it faithfully reflects the phenomenon studied, and for this he/she must have verified the facts; (ii) that he/she has complied with all the specific requirements of the work entrusted to him/her, in particular the requirements for transparency and documentation of the scientific approach used. If any of these statements is not true, whether intentionally or through negligence, the student is in default of his/her ethical commitment to the knowledge produced in the course of his/her work, and possibly to other aspects of academic integrity, which constitutes academic misconduct and will be considered as such.

Other information

This course module is recommended for students who wish to take the Digital Marketing Immersion option in Q3.

Online resources

Moodle and Teams 

Bibliography

Faculty or entity

> CLSM