Marketing - Vente, Numérique - Systèmes d'Information

06240677 - Digital Marketing

Niveau de diplôme
Crédits ECTS 5
Volume horaire total 39
Volume horaire CM 24
Volume horaire TD 15

Responsables

  • DEVNATH Ashesh

Objectifs

This course offers a comprehensive overview of digital marketing within the context of business and management. It is designed to equip students with the skills and knowledge necessary to navigate the rapidly evolving digital landscape. Key areas of focus will include email marketing, website creation and management, and web data analytics. Additionally, students are required to obtain the Google "Fundamentals of Digital Marketing" certification.

Estimation of private study (outside of contact hours): 40 hours

TARGETED KNOWLEDGE AND SKILLS 

• To understand the principles and practices of digital marketing.
• To develop skills in email marketing, website administration, and data analysis.
• To learn to apply digital marketing strategies in a business context.
• To gain proficiency in using tools and platforms relevant to digital marketing.

By the end of the course, students will be able to:
• Create effective email marketing campaigns.
• Design and manage functional websites.
• Analyze and interpret web data to inform marketing strategies.
• Successfully complete the Google "Fundamentals of Digital Marketing" certification.

Contenu

COURSE OUTLINE

1. Introduction to Digital Marketing
  • Marketing evolution  
  • Overview of digital marketing in contemporary business.
  • The role of digital marketing in strategic planning.

2. Digital marketing tools and interfaces
  • E-mail marketing
  • Website
  • Social media

3. From tools to creating a digital marketing strategy
  • Linking digital communication and distribution channels
  • Towards a comprehensive strategy integrating offline and online channels
  • Introduction to data analytics tools.

4. International digital marketing

Contrôles des connaissances

Individual grade
Case study

Other grade(s)
Grading during class
Oral presentation of a project involving the development of an international digital marketing strategy for a real client

Informations complémentaires

TEACHING METHODS
NATURE OF MATERIALS

Courses (PowerPoint, documents)
Software (CMS for website creation; FTP for website publishing; emailing, etc.)
Alternating between theoretical courses and practical applications

TEACHING INNOVATIONS AND USE OF TECHNOLOGY

Use of technology in almost all sessions in line with the course theme

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