Marketing digital et expérience client

At the end of this learning unit, the student is able to :

• 1.Adopt a socially responsible mindset
  
  • 1.1    Demonstrate the ability to reason independently and adopt a considered and critical approach to knowledge (academic and common sense). Act in an international and multicultural context: understand the world of digital marketing, which is inherently international and global
    
• 2.    Acquire a knowledge base
  
  • 2.1 Acquire knowledge and theories in the field of Digital Marketing, Consumer Behavior and data analysis.
    
  • 2.2 Master highly specialized knowledge (advanced and up-to-date knowledge and methods derived from scientific research);
    
  • 2.4 Apply knowledge gained to solve  problem.
    
• 3    Apply a scientific approach, particularly: Understand the scientific rigor required in the implementation of digital marketing;
  
  • 3.1. Conduct clear and structured analytical reasoning by applying and, if necessary, adapting scientifically grounded conceptual frameworks and models to describe and analyze a concrete problem;
    
  • 3.2. Collect, select, and analyze relevant information using rigorous, advanced, and appropriate methods;
    
  • 3.4. Synthesize key elements of a situation with discernment, demonstrate conceptual abstraction, diagnose issues, and draw relevant conclusions;
    
  • 3.5. Based on analysis and diagnosis, propose implementable solutions and identify priorities for action; interpret results and formulate managerial recommendations.
    
• 4. Communicate, notably by presenting a synthesis of monitoring/benchmarking work on a given topic.
  
• 6. Work in a team and demonstrate leadership, particularly:
  
  • 6.1. Integrate and collaborate effectively within a team; be open to different viewpoints and ways of thinking; manage disagreements constructively; embrace diversity.
    
• 7.Manage a project, particularly:
  
  • 7.1. Define a project within its environment and determine expected outcomes
    

• Understand trends and practices in digital marketing and the crucial importance of customer experience
• Understand the challenges involved in implementing digital marketing within organizations
• Be familiar with digital marketing and customer experience practices and assess their strategic and operational relevance for organizations
• Develop a critical analysis of these marketing techniques, including their benefits and limitations
• Consider the use of digital marketing within both strategic and operational marketing contexts
• Develop continuous monitoring capabilities regarding digital marketing trends
• Reflect on the evolution of these trends
• Apply these techniques in a business context