Course description

Name of course

Digital Marketing

Course code

21GE022

Academic year

2021 - 2022

Cycle

Number of credits

5

Number of hours

60

Quadrimestre

1

Pondération

Site

Anjou

Language of instruction

English

Main teacher

Desager Jean-Philippe

Objectifs et contribution de l'Unité d'Enseignement au programme

This course contributes to elevate the knowledge level of students in the area of the digital economy, and prepare them to become fully integrated in the business area where digital marketing is at the forefront of modern marketing strategy and techniques.

Prerequisites and co-requisites

- understanding marketing fundamentals
- understanding concepts such as marketing plan, communication plan, marketing strategy

Content description

It will allow students to understand the new consumer behaviors, providing the techniques and tools aimed at elaborating appropriate digital strategies and understanding and mastering main digital concepts such as search marketing, digital media campaigns, data analytics, social media, CRM or user experience.
Full program available here
https://moodle.ichec.be/mod/resource/view.php?id=12284

Teaching methods

Students are requested to
- present a written exam on the ex-cathedra courses
- provide and pass Google certifications on Ad Words Fundamentals and on Analytics (GAIQ).
- students are requested to present a work group where they analyse the digital marketing strategy of a brand of their choice (written document and oral presentation in group)

Evaluation mode

- written exam (50%)
- certifications Google (25%)
- workgroup digital marketing analysis (25%)

Bibliography

Cfr. course program
https://moodle.ichec.be/course/view.php?id=978