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5.00 credits
30.0 h
Q2
Teacher(s)
Language
French
> English-friendly
> English-friendly
Prerequisites
/
Main themes
Digital Marketing is playing an increasingly central role in the evolution and practices of marketing. This course aims to provide theoretical and practical knowledge of innovative approaches and the latest trends in digital marketing. Digital marketing and the crucial role of the customer experience will be examined in the context of consumer behaviour and organisational practices.
As part of this, regular seminars are organised on topics defined each year, such as: the digital ecosystem, a company’s digital footprint, the sharing economy, gamification, the consumer experience, the Internet of Things (IoT), content customisation, and so on.
Students will undertake a project directly related to the topics covered.
As part of this, regular seminars are organised on topics defined each year, such as: the digital ecosystem, a company’s digital footprint, the sharing economy, gamification, the consumer experience, the Internet of Things (IoT), content customisation, and so on.
Students will undertake a project directly related to the topics covered.
Learning outcomes
At the end of this learning unit, the student is able to : | |
| 1 | Competencies Given the « competencies referential » linked to the LSM Master 120 in Management and in Business Engineering, this course mainly develops the following competencies: Learning outcomes At the end of this class, students will be able: |
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... .
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.
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.
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
The use of artificial intelligence tools must remain measured and responsible: under no circumstances should they replace personal work or be relied upon uncritically to ensure the scientific rigor expected in academic outputs.
Any breach of academic standards, including inappropriate or excessive use of AI tools, will be subject to disciplinary measures.
Any breach of academic standards, including inappropriate or excessive use of AI tools, will be subject to disciplinary measures.
Online resources
Moodle and Teams
Bibliography
Support de cours: Slides (Pwt du cours et des interventions professionnelles)
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.
Suivi très régulier de l'actualité du digital marketing: repérage des initiatives innovantes, des opérations entrant dans le cadres des nouvelles tendances, etc.
Lecture de magazines, sites Internet, veille stratégique et opérationnelle sur les tendances en digital marketing.
Faculty or entity
Programmes / formations proposant cette unité d'enseignement (UE)
Title of the programme
Sigle
Credits
Prerequisites
Learning outcomes
Master [120] in Management
Master [120] in Business Management
Master [120] : Business Engineering
Master [120] in Management
Master [120] : Business Engineering
Master [120] in Management (with work-linked-training)