Duration
24h Th
Number of credits
| Master in management, professional focus in general management (H.D.) | 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 learning;
- Group work.
Mode of delivery (face to face, distance learning, hybrid learning)
Blended learning
Further information:
- The theoretical courses (5 out of 8 courses) will be in hybrid format. Those sessions will not be recorded.
- The group work sessions (3 out of 8 courses) will be mandatory and in face-to-face. Those sessions will not be recorded.
- The dates for the various theoretical sessions and group work will be communicated before the start of the course on the LOLA platform and in the official course schedule.
Course materials and 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
Continuous assessment
Further information:
Continuous Assessment
During the theoretical sessions of modules 2-3-4-5 of the course, meaning all sessions except the first, an individual exercise will be completed and submitted (submission method to be agreed upon) before the end of the class. These exercises will be graded out of 5 points for each session.
This will result in a total of 20 points, which will account for 10% of the final grade. No form of make-up work will be allowed in case of absence (justified or not) from these sessions.
Written Exam
The individual written exam will be organized in person (mandatory attendance) and will consist of a multiple-choice questionnaire (20 points) and open-ended questions (10 points). This will result in a total of 30 points, accounting for 60% of the final grade. The exam will last 2 hours.
Group Work
The report to be submitted will consist of group work based on a real case study.
The report will be written and submitted during the course, in groups.
The course will be structured to alternate between theoretical and practical sessions, during which students will work on the part of the case study related to the theory from the previous session(s). These sessions will be organized in face-to-face. With a medical certificate and/or employer's attestation (and only in these two cases), it will be possible to participate remotely.
The evaluation of the report will cover all practical sessions.
Each group session will be graded out of 10 points, resulting in a total of 30 points. If a student is absent from a group session, they will either receive an unjustified absence mark (0 points) or an individual grade based on make-up work.
The final grade (30 points) for the group work will be individualized, taking into account each student's attendance. It will account for 30% of the final grade.
Final Grade Breakdown
- Continuous Assessment: 10% of the final grade
- Group Work: 30% of the final grade
- Individual Written Exam: 60% of the final grade
To pass the course, students must pass both the group work and the individual written exam. If one of these parts is failed, it must be retaken in the second exam session.
Second Session
The individual written exam in the second session will consist of a series of open-ended questions for a total of 40 points. The grade of the written exam will account for 60% of the final grade.
Students who failed the group work in the first session will have to complete an individual assignment (similar in format to the first session) to be submitted before the second session written exam. The grade of this assignment will account for 30% of the final grade.
The continuous assessment grade obtained in the first session will be automatically carried over to the second session and will account for 10% of the final grade.
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.