MARK0797-1

Duration

30h Th

Number of credits

	Master in management (120 ECTS)	5 crédits

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, in line with a real life situation.

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

Assessment methods and criteria

Group work (75%)
Individual participation (25%)

Work placement(s)

Organizational remarks

The course is given in a one-week seminar intensive mode. It is a requirement for the students to be present on a daily basis and exhibit high engagement and participation rates for their success in this course.

Contacts

Dr. Laurence Dessart
laurence.dessart@ulg.ac.be

Digital Marketing