Duration
24h Th
Number of credits
| Master in management (120 ECTS) (evening classes) | 4 crédits | |||
| Master in management (60 ECTS) (evening classes) | 4 crédits |
Lecturer
Substitute(s)
Language(s) of instruction
French 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
The fast growth of digital technologie has impacted marketing management in various ways. This course equips students with theory and practice to understand and implement digital marketing techniques.
Course content:
- Digital transformation;
- Brand experience and user journey;
- Content marketing (inbound marketing);
- Web development and search engine optimisation;
- Digital advertising;
- Data analytics and performance management.
Learning outcomes of the learning unit
At the end of the course, students will be able to:
- Understand the context and challenges of digital transformation, applied to marketing;
- Define and understand key concepts realted to digital marketing;
- Understand and assess with a critical mindset the impact of the new technologies on marketing strategies;
- Define a strategy and implement a digital marketing project.
Prerequisite knowledge and skills
The course of "Principles of marketing".
Planned learning activities and teaching methods
- Interactive classes;
- Workshops;
- Distance leanring;
- Group work.
Mode of delivery (face to face, distance learning, hybrid learning)
Blended learning
Recommended or required readings
Course material wille be made available on Lol@HD before or right after the course.
- Powerpoint slides;
- Video podcasts;
- White papers;
- Academic papers;
- Websites and web content.
For the strategy part, we kindly invite you (with no obligation) to read the following books:
Chaffey and Ellis-Chadwick (2019) Digital Marketing: Strategy, Implementation and Practice. Pearson, 7th Ed. Available on Amazon for +/- 50 euros. (optional purchase)
Cédric Cauderlier (2021) La stratégie digitale marketing - Ne ratez pas le coche! Racine Eds. Available on Amazon for +/- 25 euros. (optional purchase)
Exam(s) in session
Any session
- In-person
written exam ( multiple-choice questionnaire, open-ended questions )
Written work / report
Additional information:
Written work / report
The report will be a team work about a real-life case study.
The report will be written by each group and submitted during the lessons.
The course will be organised to alternate between theorical and practical lessons during which students will work on practical cases based on the theory of the previous lessons.
The note for the report will include all the practical sessions assessments.
Final note
Group work: 40% of the final note
Individual exam - MCQ/open-questions: 60% of the final note
The detail of the requirements and modalities of the exam will be provided in the course syllabus.
In order to pass the course, both sections of the assessment need to be succeeded. Every failed section of the course will have to be retaken in second session.
Work placement(s)
No traineeship.
Organisational remarks and main changes to the course
Nothing to mention.
Contacts
- Teacher: Benoît Rondeux (benoit@epic.net)
- Assistant: Lisa Baiwir (lisa.baiwir@uliege.be)
- Office hours: by appointment only
Association of one or more MOOCs
There is no MOOC associated with this course.