Code
MGSE MKT 4805
Level
M1
Field
Marketing, commercial
Language
Anglais/English
ECTS Credits
2
Class hours
18
Program Manager(s)
Department
- Management, Marketing et Stratégie
Introduction to the module
English version
Digital Marketing Ecosystem explores the interconnected landscape of digital platforms, tools, and strategies that shape modern marketing practices. The course provides students with a comprehensive understanding of how search engines, social media, content, e-commerce, data analytics, and emerging technologies interact to create value for consumers and businesses. Emphasis is placed on strategic integration, ethical considerations, and the role of innovation in driving engagement and competitiveness. Through case studies, applied projects, and critical discussions, students develop the skills needed to analyze, design, and optimize digital marketing strategies in a fast-evolving environment.
Learning goals/Programme objectives
- LG1 Being able to extend digital intelligence through its different dimensions
Learning objectives/Intended learning outcomes
- 1.2 - Develop digital creativity for the individual and the organizational
- 2.2 - Explore solutions, decisions, and their relative and absolute impacts
- 2.3 - Identify optimal solution(s) and priorities toward implementation
- 4.2 - Understand and employ cross-disciplinary concepts, knowledge, theories
- 4.3 - Apply cross-disciplinary management approaches and tools effectively and judiciously
- 4.4 - Evaluate the use of cross-disciplinary management approaches and tools
Rubrics
The students will be able to develop strategies for digital marketing and also content (videos) for social media. They will consider also how to sustain more environmental friendly initiatives whether it is in terms of product strategy or digital marketing.
Content : structure and schedule
Here is the translation of the list into English:
1. Digital marketing trends
2. Digital fashion experience
3. Digital marketing plan
4. SEO
5. SEA
6. Digital advertising
7. Google Analytics
8. KPI
9. Robots and marketing
10. Metaverse
11. AI Marketing
12. E-commerce and E-CRM
13. AI ethics and digital marketing ethcis
14. Final evaluation
Sustainable Development Goals
Dans le cadre du cours nous abordons des cas relatifs au développement durable et pour leur rendu final aussi.
Learning delivery
synchrone
Pedagogical methods
hybrid
Evaluation and grading system and catch up exams
You will have two assessments: one group assessment and one individual assessment. Your individual assessment involves participating in an experiment and answering a questionnaire, followed by your evaluation by responding to a question (Evaluation 1). This takes place during the second class. Then, you will have to present a group project on a company of your choice (Evaluation 2).
Evaluation 1: Participation in an experiment, your responses to a questionnaire, and an evaluation consisting of your answer to a question (Individual evaluation, 30% of the grade, including participation).
Evaluation 2: A group project on the digital marketing plan of a brand for the launch of a new product (Group evaluation, 70% of the grade).
There may be bonus points awarded for your participation in exercises during the course.
The sessions may also evolve with certain adjustments as the course progresses.
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
Ellis-Chadwick, F., Chaffey, D., Mayer, R., & Johnston, K. (2022). Internet marketing: strategy, implementation and practice. Pearson Education.
Wang DX, K. (2017). Social media marketing 2017. Amazon Edition.
Zarella D. ( 2017). The social media marketing book. O’Reilly.
Godin, S. (2016). Tribes. Portofolio.
Hammond K.L. (2017). Content marketing, Content marketing for beginners. Amazon Edition.
Keywords
Marketing digital, IA, Chatbot.
Prerequisites
Digital Marketing, AI, Chatbot