Duration
27h Th
Number of credits
| Master in sales management, professional focus (en alternance) | 3 crédits |
Lecturer
Language(s) of instruction
English 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
This course aims to familiarize you with the challenges of digitalization, as well as the strategies and techniques of digital marketing. In particular, the course will enable you to:
- Understand the challenges related to digitalization;
- Analyze and understand the opportunities offered by big data and web analytics;
- Explore digital campaign planning models;
- Understand how to create online visibility, attract and retain customers, and develop a digital differentiation strategy;
- Be able to analyze the online environment and deduce the appropriate goals and strategies to adopt;
- Evaluate the competitive situation and digital campaigns based on web analytics, by setting SMART objectives and defining relevant key performance indicators (KPIs).
Learning outcomes of the learning unit
- Understand the challenges related to digitalization;
- Analyze and understand the opportunities offered by big data and web analytics;
- Explore digital campaign planning models;
- Understand how to create online visibility, attract and retain customers, and develop a digital differentiation strategy;
- Be able to analyze the online environment and deduce the appropriate goals and strategies to adopt;
- Evaluate the competitive situation and digital campaigns based on web analytics, by setting SMART objectives and defining relevant key performance indicators (KPIs).
Prerequisite knowledge and skills
Planned learning activities and teaching methods
The methods used are chosen to balance three complementary dimensions of personal development: knowledge (theories and models), skills (techniques and tools), and soft skills (postures, beliefs, and attitudes).
Thus, the methodological tools vary: theoretical presentations, case studies, sharing experiences, workshops and practical training (use of tools, models, etc.), group work and discussions, conferences, etc.
Mode of delivery (face to face, distance learning, hybrid learning)
Blended learning
Further information:
Combination of in-person and remote learning activities
- The majority of sessions will be held in person
- Practical sessions will be organized in person
- Some sessions will be held online (lectures and interactive modules on Lola)
Course materials and recommended or required readings
Platform(s) used for course materials:
- LOL@
- Microsoft Teams
Further information:
Chaffey, D., & Ellis-Chadwick, F. (2022). Digital marketing: Strategy, implementation and practice (8th ed.). Pearson.
Exam(s) in session
Any session
- In-person
written exam ( multiple-choice questionnaire, open-ended questions ) AND oral exam
Further information:
- Individual evaluation (50%): Written Exam (MCQ & open questions)
- Group evaluation (50%): Group presentation (data-driven digital marketing analysis & digital marketing strategy development for a chosen company, based on the analysis & a scientific point of view)
Work placement(s)
Organisational remarks and main changes to the course
Contacts
Prof. Nadia Steils
nadia.steils@uliege.be