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