Description du cours

Intitulé de l'Unité d'Enseignement

Digital Marketing

Code de l'Unité d'Enseignement

21GE022

Année académique

2020 - 2021

Cycle

MASTER

Nombre de crédits

5

Nombre heures

60

Quadrimestre

1

Pondération

Site

Anjou

Langue d'enseignement

Anglais

Enseignant responsable

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.

Prérequis et corequis

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

Description du contenu

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

Méthodes pédagogiques

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)

Mode d'évaluation

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

Références bibliographiques

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