2023-2024 / MARK0797-1

Digital Marketing Strategy


30h Th

Number of credits

 Master in management (120 ECTS)5 crédits 
 Extra courses intended for exchange students (Erasmus, ...)5 crédits 


Laurence Dessart

Language(s) of instruction

English language

Organisation and examination

Teaching in the first semester, review in January


Schedule online

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:

1. Introduction to digital marketing and transformation: context and challenges
2. Planning a strategic digital marketing plan

  • Situation analysis 
  • Setting up objectives 
  • Digital channels and communication tools 
  • Digital product management 
  • Digital marketing mix 
  • Digital strategy formulation 
  • Performance measurement 
3. Discovery of specific hot topics in digital marketing (Growth marketing, Artificial Intelligence, Immersive Technologies


Learning outcomes of the learning unit

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

  • Understand the context and challenges of digital marketing and transformation 
  • Define and outline key concept related to digital marketing including e-business models, e-consumer behaviour, online marketing communications, SEO, SEA, social media marketing, e-commerce, etc.
  • Critically assess the role that digital components can play in marketing strategy.
  • Develop a digital marketing plan with strategic decisions concerning effective product, pricing, distribution and promotion decisions using digital marketing concepts and applications, in line with a real life situation.
  • Develop some basic technical digital marketing skills.

Prerequisite knowledge and skills

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

Planned learning activities and teaching methods


  • Interactive lectures
  • Industry-led testimonials / guest lectures
  • Interactive workshops 
  • Home-learning 
  • Group work involving a real company
  • Case study 

  • Power point slides
  • Podcasts 
  • Industry reports and documentation 
  • Academic articles 
  • Websites and online content 
  • Textbook 

Mode of delivery (face to face, distance learning, hybrid learning)

Blended learning

Additional information:

Face-to-face and online sessions

Recommended or required readings

Recommended textbooks:

Chaffey and Ellis-Chadwick (2022) Digital Marketing: Strategy, Implementation and Practice. Pearson, 8th Ed. 

The book is available on Amazon for about 60 euros. The 2019 edition is also suitable. The book is complemented by a very useful website: https://www.smartinsights.com/

Another interesting book (in French) is referred to in the course material:

Cauderlier, C. (2021). La stratégie digitale marketing - ne ratez pas le coche! Racine Eds.

Available on Amazon for about 25 euros. The book is complemented by a very useful website: www.strategie-digitale.marketing


Exam(s) in session

January exam session

- In-person

written exam

August-September exam session

- Remote

written exam

Written work / report

Additional information:

  • Group work (50%): group report 
  • Individual assessment (50%):  individual exam 
Should you fail the first session of assessment (i.e. the total of your average being 9 or below), you will have to do an individual resit assessment which will amount for your total grade.


Work placement(s)

Organisational remarks and main changes to the course

Presence and active participation in class is required. 


Professor: Dr. Laurence Dessart (laurence.dessart@uliege.be

Assistant: Lisa Baiwir (lisa.baiwir@uliege.be)

Association of one or more MOOCs