Code
MGSE MKT 4805
Level
M1
Field
Marketing, commercial
Language
Anglais/English
ECTS Credits
2
Class hours
18
Total student load
40
Program Manager(s)
Department
- Management, Marketing et Stratégie
Educational team
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
- 1. S’approprier les usages avancés et spécialisés des outils de l’intelligence digitale en s’assurant de leur impact durable et responsable,2. Produire et mobiliser des savoirs hautement spécialisés, issus d’une réflexion critique, et dans un champ d’expertise,3. Communiquer stratégiquement dans des environnements globaux et multiculturels
Learning objectives
- 1 - Master advanced and specialised uses of digital intelligence tools, ensuring their sustainable and responsible impact
- 1.1 - Audit advanced and specialised uses of digital intelligence tools in order to deploy them appropriately, taking into account the strategic context of organisations.
- 1.2 - Use digital intelligence tools efficiently to support the societal, digital, energy and environmental transformations of organisations, ensuring their sustainable and responsible impact.
Course Learning objectives
By the end of the module, students will be able to:
-Analyse the economic, social, and environmental impacts of the digital marketing ecosystem.
-Evaluate digital marketing practices in relation to ethics, data privacy, digital inclusion, and environmental sustainability.
-Apply sustainability principles to digital marketing decisions and activities.
-Design responsible digital marketing strategies that contribute to sustainable consumption and production.
-Assess how digital platforms and emerging technologies can support responsible innovation and long-term value creation.
The module contributes particularly to SDG 9 – Industry, Innovation and Infrastructure and SDG 12 – Responsible Consumption and Production and ODD 13 – Lutte contre les changements climatiques / Climate Action
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
English
SDG 8 – Decent Work and Economic Growth
The course examines how digital marketing ecosystems contribute to sustainable economic growth, digital employability, and emerging forms of work within platform-based and digital environments.
SDG 9 – Industry, Innovation and Infrastructure
Through case studies and strategic analyses, the course explores digital innovation, platform ecosystems, and marketing technologies that support innovation and the development of resilient digital infrastructures.
SDG 12 – Responsible Consumption and Production
The course encourages the adoption of responsible digital marketing practices by addressing sustainable consumption, ethical data use, and the environmental and societal impacts of digital marketing ecosystems.
Français
ODD 8 – Travail décent et croissance économique
Le cours analyse la manière dont les écosystèmes du marketing digital contribuent à une croissance économique durable, au développement de l’employabilité numérique et à l’émergence de nouvelles formes de travail dans les environnements digitaux et les plateformes.
**ODD 9 – Industrie, innovation et infrastructures**
À travers des études de cas et des analyses stratégiques, le cours explore l’innovation digitale, les écosystèmes de plateformes et les technologies marketing qui favorisent l’innovation et le développement d’infrastructures numériques résilientes.
**ODD 12 – Consommation et production responsables**
Le cours sensibilise les étudiants à l’adoption de pratiques responsables en marketing digital en abordant les enjeux de consommation durable, d’utilisation éthique des données ainsi que les impacts environnementaux et sociétaux des écosystèmes du marketing digital.
Learning delivery
synchrone
Pedagogical methods
La méthode pédagogique adoptée est hybride, combinant des séances en présentiel ou en distanciel synchrone avec des activités et ressources accessibles de manière asynchrone. Cette approche articule apports théoriques, études de cas, travaux de groupe et mises en situation, afin de favoriser l’apprentissage actif, l’autonomie des étudiants et l’application des concepts à des situations réelles.
The pedagogical method adopted is hybrid, combining face-to-face or synchronous online sessions with asynchronous learning activities and resources. This approach integrates theoretical inputs, case studies, group work, and applied exercises to foster active learning, student autonomy, and the practical application of concepts to real-world situations.
Evaluation and grading system and catch up exams
60% – Individual assessment: in-class case study
Based on a case study and course-related questions, students will be required to:
Analyse the economic, social, and environmental impacts of digital marketing practices.
Evaluate these practices in relation to ethical issues, data privacy, digital inclusion, and sustainability.
Apply the concepts and tools covered in the course to formulate responsible recommendations.
40% – Group assessment: company case study report
Students will analyse the digital practices of a company and submit a report in which they will be required to:
Evaluate how digital platforms and technologies support responsible innovation and long-term value creation.
Design a responsible digital marketing strategy that integrates sustainability principles.
Propose improvement actions aligned with the objectives of SDG 9 – Industry, Innovation and Infrastructure and SDG 12 – Responsible Consumption and Production.
The catch up exam represents 100% of the grade, it is a sit-in exam that is a case study on a company implementing an innovative digital strategy, the exam's duration is 1:30.
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