Duration
20h Th
Number of credits
| Master in management (120 ECTS) (evening classes) | 4 crédits | |||
| Master in management (60 ECTS) (evening classes) | 3 crédits |
Lecturer
Language(s) of instruction
French language
Organisation and examination
Teaching in the second semester
Schedule
Units courses prerequisite and corequisite
Prerequisite or corequisite units are presented within each program
Learning unit contents
Marketing in a Digital World
As the digital marketing landscape continues to grow at a rapid pace, marketers are faced with new challenges and opportunities within this digital age. This course examines how digital tools are revolutionizing the world of marketing by shifting the balance of power from firms to consumers.
This course discusses the following topics:
- Digital transformation and business strategy
- Customer experience and brnd differntiation
- Digital commerce and revenue growth
- Marketing data and a nalytics
- Marketing management and marketing mix
- Marketing technologies & emerging trends
- Mobile marketing
- Multichannel marketing
- Social marketing
Learning outcomes of the learning unit
Prerequisite knowledge and skills
Principles of strategic and operational marketing.
Planned learning activities and teaching methods
Mode of delivery (face-to-face ; distance-learning)
During classes: presentations and case discussions.
Recommended or required readings
Slides will be availble beefore class.
Assessment methods and criteria
Written exam, in the 1st and 2nd sessions.
Work placement(s)
Organizational remarks
Contacts
Michael Ghilissen(michael.ghilissen@ulg.ac.be - office hours: by appointment only)