Fundamentals of Digital Marketing

Catalog of Institut Mines-Télécom Business School courses

Code

MPFE MKT 7506

Level

M2

Field

Marketing, commercial

Language

Anglais/English

ECTS Credits

2

Class hours

24

Total student load

40

Program Manager(s)

Department

  • Management, Marketing et Stratégie

Educational team

Introduction to the module

Digital marketing is a critical activity in the digital economy and a significant contributor to revenues for both ICT suppliers and user companies. It is also widely used to market innovations, in particular in the case of e-services.

Learning goals/Programme objectives

  • LG1 Being able to extend digital intelligence through its different dimensions
  • LG3 Having the foundations of responsible and sustainable management

Learning objectives/Intended learning outcomes

  • 1.3 - Develop competitiveness in business, and digital sovereignty
  • 3.1 - Understand and employ basic concepts, knowledge and theories related to the discipline
  • 3.2 - Apply discipline knowledge appropriately and effectively

Rubrics

Master the basics of digital marketing, such as web campaigns, SEM, SEO, mobile marketing, social media marketing, etc...

Content : structure and schedule

basic concepts
web campaigns (SEO, SEM...)
Mobile marketing
Social media marketing
Data Analytics

Sustainable Development Goals

8 - Travail décent et croissance économique
9 - Industrie, innovation et infrastructure

Number of SDG's addressed among the 17

2

Learning delivery

Mixte

Pedagogical methods

Class and online sessions, videos, exercises. The course is coupled with the Google Digital Marketing course

Evaluation and grading system and catch up exams

100% passing the Google certificate
Attendance obligatory but some sessions are online.
Catch-up exam.

Module Policies

Professor-Student Communication
● The professor will contact the students through their school email address (IMT-BS/TSP) and the Moodle portal. No communication via personal email addresses will take place. It is the student responsibility to regularly check their IMT-BS/TSP mailbox.
● Students can communicate with the professor by emailing him/her to his institutional address. If necessary, it is possible to meet the professor in his office during office-hours or by appointment.

Students with accommodation needs
If a student has a disability that will prevent from completing the described work or require any kind of accommodation, he may inform the program director (with supporting documents) as soon as possible. Also, students are encouraged to discuss it with the professor.

Class behavior
● Out of courtesy for the professor and classmates, all mobile phones, electronic games or other devices that generate sound should be turned off during class.
● Students should avoid disruptive and disrespectful behavior such as: arriving late, leaving early, careless behavior (e.g. sleeping, reading a non-course material, using vulgar language, over-speaking, eating, drinking, etc.). A warning may be given on the first infraction of these rules. Repeated violators will be penalized and may face expulsion from the class and/or other disciplinary proceedings.
● The tolerated delay is 5 minutes. Attendance will be declared on Moodle during these 5 minutes via a QR code provided by the teacher at each course start.
● Student should arrive on time for exams and other assessments. No one will be allowed to enter the classroom once the first person has finished the exam and left the room. There is absolutely no exception to this rule. No student can continue to take an exam once the time is up. No student may leave the room during an examination unless he / she has finished and handed over all the documents.
● In the case of remote learning, the student must keep his camera on unless instructed otherwise by the professor.

Honor code
IMT-BS is committed to a policy of honesty in the academic community. Conduct that compromises this policy may result in academic and / or disciplinary sanctions. Students must refrain from cheating, lying, plagiarizing and stealing. This includes completing your own original work and giving credit to any other person whose ideas and printed materials (including those from the Internet) are paraphrased or quoted directly. Any student who violates or helps another student violate academic behavior standards will be penalized according to IMT-BS rules.

Textbook Required and Suggested Readings

Digital Marketing Fundamentals
From Strategy to ROI
By Marjolein Visser, Berend Sikkenga, Mike Berry
2022

Keywords

Digital Marketing

Prerequisites

Fundamentals of Marketing