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 before 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)
Adaptation of teaching commitments following the COVID-19 pandemic for the May-June 2020 session
Teaching methods implemented : distance-learning
Course organization and availability:
- For this semester, the course will be given in online mode.
- The professor will offer an interactive video-conference session to answer questions from students who wish to participate (dates and groups to be confirmed).
- The professor can be contacted at any time by email or by video-conference (upon prior request by email to obtain a connection link).
- A series of presentations covering all the topics of this course. The presentations are available in pdf format, at the dates of the scheduled sessions.
- Podcasts are available for: (a) a general introduction to the course, (b) important points or points requiring special explanation, in support of the slides, (c) guiding students in their learning process.
- Practical application assignments are suggested: e.g. persona, customer journey, A/B testing. These assignments are not evaluated for the final grade of the course.
- Questions for checking the learning of the concepts, at the end of the chapters.
- The set of theoretical concepts and practical applications of this course form the basis of the evaluation.
- The evaluation will be conducted electronically, by distance, open book and open Internet. It tests your ability to find and apply, analyze, synthesize, compare/contrast or evaluate information. It tests whether you understand the "big picture" of the course and how course concepts work together. There will be limited time for answering questions. The modalities will be specified at a later stage.
- In accordance with the provisions of the University, plagiarism will automatically lead to the cancellation of the exam, notwithstanding administrative sanctions.
- Students who generally have difficulties with the operation of computer equipment (computers, modems, routers, ...), internet connection lines (speed) must contact the professor or the 'apparitorat' at least one week before the date of the exam in order to consider a suitable solution.
You must:
- Register on the course platform on Lola (lolahd.hec.uliege.be)
- Use your institutional email address (student.uliege.be) in all communications.
Assessment subjects
Assessment methods
Contacts
Michael Ghilissen - Office hours: by appointment only
Adaptation of teaching commitments following the COVID-19 pandemic for the Aug-Sept 2020 session
Assessment subjects
All terms and conditions applicable to the first session of examionation will prevail for the seocnd session.
Assessment methods
All terms and conditions applicable to the first session of examionation will prevail for the seocnd session.