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| Version 2013-2014 |
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| GEST3146-1 | Digital Marketing Essentials
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| Duration : | 30h Th |
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| Number of credits : |
| Master in Management Sciences, in-depth approach, 1st year | | 5 |
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| Master degree in Management, didactic approach, 1st year | | 5 |
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| Master degree in Management, professional focus in Banking and Asset Management, 1st year | | 5 |
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| Master en sciences de gestion à finalité spécialisée en digital marketing and sales management, 1st year | | 5 |
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| Master degree in Management, professional focus in Entrepreneurship, 1st year | | 5 |
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| Master degree in Management, professional focus in Financial Analysis and Audit, 1st year | | 5 |
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| Master in Management Sciences, professional Focus, 1st year | | 5 |
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| Master degree in Management, professional focus in Human Management and Organization, 1st year | | 5 |
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| Master degree in Management, professional focus in Management, 1st year | | 5 |
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| Master en sciences de gestion, à finalité spécialisée en marketing and strategic intelligence, 1st year | | 5 |
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| Master degree in Management, professional focus in Social Entreprise Management, 1st year | | 5 |
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| Master degree in Management, professional focus in Strategic Intelligence and Marketing, 1st year | | 5 |
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| Lecturer : | André Blavier, Céline Brandt |
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| Coordinator : | N... |
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Language(s) of instruction :
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| English language |
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Course contents :
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| The digital revolution has entered a new phase, stronger and more disruptive. Companies and organizations must start a deep reflexion on their digital transformation (business models, marketing, training, work organization and human resources, relationships with customers, partners and suppliers, research and development, ...).
As a leading management school, HEC-ULg wants to prepare its students to this new Digital world and the opportunities of Digital Marketing.
The course will be structured according to different modules :
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General introduction to the Digital Transformation. 4 major technological trends are driving this transformation : cloud computing, mobile, data and social empowerment.
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General introduction to Digital Marketing. The Digital Marketing Transit Map designed by world's leading information technology research and advisory company Gartner will be used as a general structure for all the concepts that will be seen during the course. Keywords : strategy, planning, engagement, ...
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Web Standards and e-business. Keywords : B2C, B2B, C2C, (X)HTML(5), platforms, responsive design, CMS, ...
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Search Engines and Content marketing. Keywords : SEO, video, inbound, storytelling, Google, analytics, ...
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Digital display and advertising. Keywords : SEA, adWords, PPC, Rich Media, ...
- E-mail marketing and affiliation. Keywords : newsletter, permission, optIn, campaigns, ...
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Social Media Marketing. Keywords : social networks, community management, e-reputation, crowdsourcing, blogs, ...
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Mobile Marketing. Keywords : cross-channel, solomo, apps, geolocation, connected commerce, augmented reality, ...
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New trends in Digital Marketing. Keywords : (big)data driven marketing, real time marketing, 3D, personalization, API, sharing economy, ...
This program in Digital Marketing, including this introductory course, will be organized in parternship with famous companies. Experts from these companies will participate to the lectures. Students in second year will be invited to do an internship with one of these companies. |
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Learning outcomes of the course :
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| At the end of the course, students will be able to :
- know and understand the main Digital Marketing concepts and technologies;
- implement a digital marketing strategy in a professional context, directly or by choosing the right partners;
- manage a technological watch in the specific topic of "Digital Marketing".
The course will offer a true "digital empowerment" for the students.
Students interested in Digital Marketing can then consider to deepen their knowledge by applying to the the specialization in "Digital Marketing" in second year of Master.
This introductory course is open to every students in Marketing but compulsory for those who want to select the specialization the following year. |
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Prerequisites and co-requisites/ Recommended optional programme components :
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| None. |
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Planned learning activities and teaching methods :
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| The course will include three types of activities.
- Traditional classes, organized on the basis of the different thematic modules (see above).
- Lectures by professionals. For 2014/2015, 3 conferences are already scheduled (ICT startups and companies about SEO, SMM and mobile marketing).
- Group works to prepare some of the thematic modules.
Students will have to use interactive and collaboration tools (RSS feeds, email alerts, sharing tools Web 2.0, etc.). |
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Mode of delivery (face-to-face ; distance-learning) :
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| See above "Planned learning activities and teaching methods" |
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Recommended or required readings :
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| The course will be supported by "Powerpoint" presntations and multimedia contents, available online on Lol@. It will also offer a wide range of websites, blogs, newsletters, etc. The objective is to provide scalable and evolutive supports that students will use even in their future professional world.
All supports will always refer to case studies, testimonials from companies and reference personalities in the world of ICT. |
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Assessment methods and criteria :
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| Group works and the reports based on the 3 conferences will be evaluated.
The way the final written exam will be organized will be decided in the middle of the course, depending on the global required volume of work. |
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Work placement(s) :
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Organizational remarks :
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| 10 classes are planned:
- 6 will be performed by André Blavier.
- 4 by Céline Brandt.
The conferences will take place during the classes. |
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Contacts :
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| André Blavier
Céline Brandt
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