MARK0797-1 : Digital Marketing

Study Programmes 2016-2017

MARK0797-1

Digital Marketing

Duration :

30h Th

Number of credits :

Master in management (120 ECTS)		5

Lecturer :

Laurence Dessart

Language(s) of instruction :

English language

Organisation and examination :

Teaching in the first semester, review in January

Units courses prerequisite and corequisite :

Prerequisite or corequisite units are presented within each program

Learning unit contents :

The following topics will be covered in the course:

Digital strategy formulation and planning
Digital marketing mix
Digital customer relationship management
Web analytics
Consumer behaviour
Digital transformation & Internet of Things
...

Learning outcomes of the learning unit :

By the end of this course students will be able to:

Define and outline key concept related to digital marketing including e-business models, e-consumer behaviour, online marketing communications, etc.
Critically assess the role that digital components can play in marketing strategy.
Develop tactical decisions concerning effective product, pricing, distribution and promotion decisions using digital marketing concepts and applications.

Prerequisite knowledge and skills :

Advanced marketing knowledge is required for this course, including strategic market planning, communication, branding, consumer behaviour and international marketing.

Planned learning activities and teaching methods :

Teaching is delivered in 3 ways:

Lectures
Industry-led testimonials
Interactive workshops and case studies

Mode of delivery (face-to-face ; distance-learning) :

Face-to-face