Teacher(s)
Language
French
Content
The module examines digital communication, corporate communication, and internal and/or external communication strategies used by commercial and non-commercial organisations (including citizen-led campaigns), as well as the ways in which these strategies interrelate.
It equips students to establish and manage a presence on various social and collaborative media platforms. The module focuses on the role of interactive tools within a transmedia or cross-media communication strategy. It examines the selection criteria for achieving a coherent and effective transmedia or cross-media mix, taking into account:
- the various interactive platforms: intranets, extranets, mobiles, tablets, connected devices, etc. The internet user is no longer a static target sitting behind a computer.
- the range of social and collaborative media: websites, blogs, instant messaging, video conferencing, social networks, sharing platforms, etc.
- the various techniques for optimising communication: SMO (Social Media Optimisation), SEO (Search Engine Optimisation), SEA (Search Engine Advertising), storytelling, sharing, virality, personalisation of content based on geolocation, etc.
Course outline:
1. Introduction and definition of the course scope
Course objectives: introduction, course outline and assessment methods
Strategic paradigm shift: the end of homeostatic evolution & the widespread adoption of AI
2. Principles of digital transformation
Current and future impacts on the development of a communication strategy
Societal impacts and digital transformation
3. The fundamentals of a communication strategy
Definition and guiding principles
The Golden Circle
The persona
The SWOT analysis
Benchmarking
4. The brand’s ecosystem: its DNA
The target audience
The company
The overlap between the two ecosystems
5. Collaborative content strategy
Integrating a collaborative approach into a digital communication plan
Specific features of digital content and the reverse asymmetry of interactive and
collaborative content flows
6. Media strategy in a digital marketing context
Omni-channel strategies
Collaborative and participatory communication strategy
Effectiveness measurement, SEM, paid search (SEO, SEA, SMO, RTB, etc.), optimisation and
targeting.
7. Data strategy and monitoring of data from interactive communication
Digital characteristics (immediacy and adaptive flexibility)
Management of statistical tools (qualitative, quantitative and behavioural measurement)
It equips students to establish and manage a presence on various social and collaborative media platforms. The module focuses on the role of interactive tools within a transmedia or cross-media communication strategy. It examines the selection criteria for achieving a coherent and effective transmedia or cross-media mix, taking into account:
- the various interactive platforms: intranets, extranets, mobiles, tablets, connected devices, etc. The internet user is no longer a static target sitting behind a computer.
- the range of social and collaborative media: websites, blogs, instant messaging, video conferencing, social networks, sharing platforms, etc.
- the various techniques for optimising communication: SMO (Social Media Optimisation), SEO (Search Engine Optimisation), SEA (Search Engine Advertising), storytelling, sharing, virality, personalisation of content based on geolocation, etc.
Course outline:
1. Introduction and definition of the course scope
Course objectives: introduction, course outline and assessment methods
Strategic paradigm shift: the end of homeostatic evolution & the widespread adoption of AI
2. Principles of digital transformation
Current and future impacts on the development of a communication strategy
Societal impacts and digital transformation
3. The fundamentals of a communication strategy
Definition and guiding principles
The Golden Circle
The persona
The SWOT analysis
Benchmarking
4. The brand’s ecosystem: its DNA
The target audience
The company
The overlap between the two ecosystems
5. Collaborative content strategy
Integrating a collaborative approach into a digital communication plan
Specific features of digital content and the reverse asymmetry of interactive and
collaborative content flows
6. Media strategy in a digital marketing context
Omni-channel strategies
Collaborative and participatory communication strategy
Effectiveness measurement, SEM, paid search (SEO, SEA, SMO, RTB, etc.), optimisation and
targeting.
7. Data strategy and monitoring of data from interactive communication
Digital characteristics (immediacy and adaptive flexibility)
Management of statistical tools (qualitative, quantitative and behavioural measurement)
Teaching methods
In addition to lectures, the module includes sessions for the collective analysis of specific cases
presented by the lecturer. The module will include, as a form of assessment (without excluding
other forms of assessment), the formulation of strategic recommendations and a
communication plan.
In the context of the widespread use of AI, the course aims to teach students how to use AI critically, responsibly, with proper sourcing and ethically (an essential skill for our students to develop). The course will also incorporate the assessment of this skill (quality of the initial prompt, monitoring and control of the discussion with the AI, and finally the ability to maintain a critical perspective on the response provided by the AI).
presented by the lecturer. The module will include, as a form of assessment (without excluding
other forms of assessment), the formulation of strategic recommendations and a
communication plan.
In the context of the widespread use of AI, the course aims to teach students how to use AI critically, responsibly, with proper sourcing and ethically (an essential skill for our students to develop). The course will also incorporate the assessment of this skill (quality of the initial prompt, monitoring and control of the discussion with the AI, and finally the ability to maintain a critical perspective on the response provided by the AI).
Evaluation methods
A. Assessment for the first session
A written group assignment (3 to 5 students maximum per group) which will be marked according to a set of criteria such as: adherence to the initial instructions, quality of presentation, briefing, benchmark, target definition, etc. (see Lecture 1 for details)
The use of AI is recommended for this assignment, and students are required to include in the written document (PPT/PDF) a link to the prompt(s) as well as the full discussion with the chosen AI. Failure to do so will result in the assignment not being marked due to missing links.
The assignment is marked out of 10 marks for the ‘group work’ section.
An individual oral presentation, also marked out of 10 marks, is required; this will focus on the work carried out and its relevance to the course as a whole.
Timetable
Group assignment submission deadline: 5 working days (by 23.59 at the latest) before the first scheduled date for the oral examination
Oral examination:
Date: see the schedule for the oral examination in the first session
Venue: individual presentation at UCLouvain – Saint Louis (in person)
Duration: 20 mins
B. Assessment for the second sitting
If a student fails the final mark (group project + oral examination), they must give a second oral presentation, which will focus either on the work completed in the first sitting, or on a topic related to the course as a whole, or on both.
Timetable
Date: see the schedule for the oral examination in the second sitting
Where: individual presentation at UCLouvain – Saint Louis, in person
Duration: 20 mins
C. Pass criteria
Qualitative criteria
To assess the ability to integrate and apply the various concepts covered in the lectures, as well as the ability to analyse a situation in order to develop a coherent, measurable and adaptable action plan.
Use of AI: ability to use AI appropriately in constructing the prompt, in the discussion with the AI, and in taking a ‘critical’ view of the responses provided by the AI.
Quantitative criteria:
Written examination (out of 10 marks) + oral examination (out of 10 marks): 10/20 is the minimum mark required for a student to pass this assessment, based on the written work submitted by the student and their performance during the oral examination.
A written group assignment (3 to 5 students maximum per group) which will be marked according to a set of criteria such as: adherence to the initial instructions, quality of presentation, briefing, benchmark, target definition, etc. (see Lecture 1 for details)
The use of AI is recommended for this assignment, and students are required to include in the written document (PPT/PDF) a link to the prompt(s) as well as the full discussion with the chosen AI. Failure to do so will result in the assignment not being marked due to missing links.
The assignment is marked out of 10 marks for the ‘group work’ section.
An individual oral presentation, also marked out of 10 marks, is required; this will focus on the work carried out and its relevance to the course as a whole.
Timetable
Group assignment submission deadline: 5 working days (by 23.59 at the latest) before the first scheduled date for the oral examination
Oral examination:
Date: see the schedule for the oral examination in the first session
Venue: individual presentation at UCLouvain – Saint Louis (in person)
Duration: 20 mins
B. Assessment for the second sitting
If a student fails the final mark (group project + oral examination), they must give a second oral presentation, which will focus either on the work completed in the first sitting, or on a topic related to the course as a whole, or on both.
Timetable
Date: see the schedule for the oral examination in the second sitting
Where: individual presentation at UCLouvain – Saint Louis, in person
Duration: 20 mins
C. Pass criteria
Qualitative criteria
To assess the ability to integrate and apply the various concepts covered in the lectures, as well as the ability to analyse a situation in order to develop a coherent, measurable and adaptable action plan.
Use of AI: ability to use AI appropriately in constructing the prompt, in the discussion with the AI, and in taking a ‘critical’ view of the responses provided by the AI.
Quantitative criteria:
Written examination (out of 10 marks) + oral examination (out of 10 marks): 10/20 is the minimum mark required for a student to pass this assessment, based on the written work submitted by the student and their performance during the oral examination.
Other information
Course materials:
- Slides and notes on Teams and/or Moodle (optional)
- Multimedia resources
- Online references: see bibliography
- Slides and notes on Teams and/or Moodle (optional)
- Multimedia resources
- Online references: see bibliography
Bibliography
A. Centrée sur l’outil et le champ digital
1. Dru J.-M. (1997). Disruption. Paris. Village mondial Editions.
2. Daniel Bougnoux (2001). Introduction aux sciences de la communication. La Découverte
3. Sun Tzu. (2008). L’Art de la Guerre. Paris. Flammarion Editions.
4. Sinek, S. (2009). Commencer par le pourquoi. Québec. Performance Editions.
5. Dominique Wolton (2009). Informer n’est pas communiquer. Paris. Editions CNRS
6. Pisani F.- Piotet D. (2011) Comment le Web change le monde. Paris. Pearson Editions.
7. Deschamps C. – Moinet N. (2011). L’intelligence économique. Paris. Dunod Editions.
8. Sillard B. (2011). Maîtres ou esclaves du numérique ? Françe. Eyrolles Editions.
9. Jamet, T (2012). Ren@issance mythologique : L’imaginaire et les mythes à l’ère digitale.
Paris. François Bourin Editeur
10. Jarvis J. (2012). La méthode Google. Paris. Pocket Editions.
11. Lewi G. (2012). Les nouveaux Bovary. Paris. Pearson Editions.
12. Eloi L. (2012). Economie de la confiance. Paris. La Découverte Editions.
13. Gilles Babinet (2016). Transformation digitale. Le Passeur Editeur.
14. Dr Laurent Alexandre (2017). La Guerre des Intelligences. Paris. JC Lattès
15. Klaus Schwab (2017). La quatrième révolution industrielle. Paris. Dunod.
16. Julien Hirth (2017). Le data marketing. Paris. Eyrolles.
17. Philippe Kotler. (2017). Marketing 4.0. Belgique. De Boek Editions.
18. Stéphane Mallard (2018). DISRUPTION. Paris. Dunod.
B. Centrée sur la sociologie numérique.
1.Castells M. (1998-1999). L’ère de l’information. Paris. Fayard Editions
a. La société en réseaux (Vol 1)
b. Le pouvoir de l’identité (Vol 2)
c. Fin de millénaire (Vol 3)
2. Castells M. (2002). La galaxie Internet. Paris. Fayard Editions
3. Castells M. (2013). Communication et pouvoir. Paris. Maison des Sciences de l’Homme.
C. Centrée sur le web
1. http://www.blogdumoderateur.com/ (blog français centré sur le marketing digital)
2. https://siecledigital.fr/ (excellent blog existant depuis 2013, très influant et dont les articles
sont souvent pertinents)
3. http://www.cedricc.be/ (blog belge très bien documenté et présentant souvent des mapping
intéressants)
4. http://www.e-marketing.fr/ (blog français très bien documenté dans le secteur retail et
innovations e-commerce)
5. http://www.webmarketing-com.com/ (blog très pointu et axé nouvelles tendances)
6. http://www.influencia.net/fr/ (excellente revue sur les tendances NTIC)
7. http://adage.com/ (Avertising Age, un incontournable du monde digital en anglais)
1. Dru J.-M. (1997). Disruption. Paris. Village mondial Editions.
2. Daniel Bougnoux (2001). Introduction aux sciences de la communication. La Découverte
3. Sun Tzu. (2008). L’Art de la Guerre. Paris. Flammarion Editions.
4. Sinek, S. (2009). Commencer par le pourquoi. Québec. Performance Editions.
5. Dominique Wolton (2009). Informer n’est pas communiquer. Paris. Editions CNRS
6. Pisani F.- Piotet D. (2011) Comment le Web change le monde. Paris. Pearson Editions.
7. Deschamps C. – Moinet N. (2011). L’intelligence économique. Paris. Dunod Editions.
8. Sillard B. (2011). Maîtres ou esclaves du numérique ? Françe. Eyrolles Editions.
9. Jamet, T (2012). Ren@issance mythologique : L’imaginaire et les mythes à l’ère digitale.
Paris. François Bourin Editeur
10. Jarvis J. (2012). La méthode Google. Paris. Pocket Editions.
11. Lewi G. (2012). Les nouveaux Bovary. Paris. Pearson Editions.
12. Eloi L. (2012). Economie de la confiance. Paris. La Découverte Editions.
13. Gilles Babinet (2016). Transformation digitale. Le Passeur Editeur.
14. Dr Laurent Alexandre (2017). La Guerre des Intelligences. Paris. JC Lattès
15. Klaus Schwab (2017). La quatrième révolution industrielle. Paris. Dunod.
16. Julien Hirth (2017). Le data marketing. Paris. Eyrolles.
17. Philippe Kotler. (2017). Marketing 4.0. Belgique. De Boek Editions.
18. Stéphane Mallard (2018). DISRUPTION. Paris. Dunod.
B. Centrée sur la sociologie numérique.
1.Castells M. (1998-1999). L’ère de l’information. Paris. Fayard Editions
a. La société en réseaux (Vol 1)
b. Le pouvoir de l’identité (Vol 2)
c. Fin de millénaire (Vol 3)
2. Castells M. (2002). La galaxie Internet. Paris. Fayard Editions
3. Castells M. (2013). Communication et pouvoir. Paris. Maison des Sciences de l’Homme.
C. Centrée sur le web
1. http://www.blogdumoderateur.com/ (blog français centré sur le marketing digital)
2. https://siecledigital.fr/ (excellent blog existant depuis 2013, très influant et dont les articles
sont souvent pertinents)
3. http://www.cedricc.be/ (blog belge très bien documenté et présentant souvent des mapping
intéressants)
4. http://www.e-marketing.fr/ (blog français très bien documenté dans le secteur retail et
innovations e-commerce)
5. http://www.webmarketing-com.com/ (blog très pointu et axé nouvelles tendances)
6. http://www.influencia.net/fr/ (excellente revue sur les tendances NTIC)
7. http://adage.com/ (Avertising Age, un incontournable du monde digital en anglais)
Faculty or entity
