Duration
30h Th
Number of credits
| Master in management (120 ECTS) | 5 crédits | |||
| Extra courses intended for exchange students (Erasmus, ...) | 5 crédits |
Lecturer
Language(s) of instruction
English language
Organisation and examination
Teaching in the first semester, review in January
Schedule
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
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
Activities
- 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
Work placement(s)
Organisational remarks and main changes to the course
Presence and active participation in class is required.
Contacts
Professor: Dr. Laurence Dessart (laurence.dessart@uliege.be)
Assistant: Lisa Baiwir (lisa.baiwir@uliege.be)