Duration
27h Th
Number of credits
| Master in sales management, professional focus (en alternance) | 3 crédits |
Lecturer
Language(s) of instruction
English 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
This course aims to familiarize you with the challenges of digitalization, as well as the strategies and techniques of digital marketing. In particular, the course will enable you to:
- Understand the challenges related to digitalization;
- Analyze and understand the opportunities offered by big data and web analytics;
- Explore digital campaign planning models;
- Understand how to create online visibility, attract and retain customers, and develop a digital differentiation strategy;
- Be able to analyze the online environment and deduce the appropriate goals and strategies to adopt;
- Evaluate the competitive situation and digital campaigns based on web analytics, by setting SMART objectives and defining relevant key performance indicators (KPIs).
Learning outcomes of the learning unit
- Understand the challenges related to digitalization;
- Analyze and understand the opportunities offered by big data and web analytics;
- Explore digital campaign planning models;
- Understand how to create online visibility, attract and retain customers, and develop a digital differentiation strategy;
- Be able to analyze the online environment and deduce the appropriate goals and strategies to adopt;
- Evaluate the competitive situation and digital campaigns based on web analytics, by setting SMART objectives and defining relevant key performance indicators (KPIs).
Prerequisite knowledge and skills
Planned learning activities and teaching methods
The methods used are chosen to balance three complementary dimensions of personal development: knowledge (theories and models), skills (techniques and tools), and soft skills (postures, beliefs, and attitudes).
Thus, the methodological tools vary: theoretical presentations, case studies, sharing experiences, workshops and practical training (use of tools, models, etc.), group work and discussions, conferences, etc.
Mode of delivery (face to face, distance learning, hybrid learning)
Face-to-face course
Further information:
Combination of in-person and remote learning activities
- The majority of sessions will be conducted in-person.
- Practical sessions will be organized in-person.
- Preparation sessions will be organized remotely (courses and interactive workshops on Lola).
Course materials and recommended or required readings
Written work / report
Continuous assessment
Further information:
- Individual assessment (40%): Continuous assessment on Moodle.
- Group work (60%): Analysis and development of a digital marketing strategy, including web analytics analysis and the formulation of an appropriate strategy and recommendations.
Work placement(s)
Organisational remarks and main changes to the course
Contacts
Prof. Nadia Steils
nadia.steils@uliege.be