Ecosystème du marketing digital

Catalog of Institut Mines-Télécom Business School courses

Code

MGYF MKT 4602

Level

M1

Field

Marketing, commercial

Language

Français/French

ECTS Credits

4

Class hours

21

Total student load

80

Program Manager(s)

Department

  • Management, Marketing et Stratégie

Educational team

Introduction to the module

The **Digital Marketing Ecosystem** course contributes to several **United Nations Sustainable Development Goals (SDGs)**.
It aims to train marketing professionals capable of combining **digital performance**, **technological innovation**, and **social and environmental responsibility**.

The course is based on the conviction that digital marketing should serve as a driver of sustainable transformation, not merely as a tool for economic performance.
Students learn to design strategies that address environmental challenges (digital carbon footprint, data sobriety), social issues (inclusion, accessibility, equity), and ethical concerns (privacy protection, prevention of algorithmic manipulation).

Learning objectives/Intended learning outcomes

  • 1.1 - Develop digital citizenship and prosperity
  • 1.2 - Develop digital creativity for the individual and the organizational
  • 2 - Having the ability to manage uncertainty and complexity with accuracy and rigor
  • 2.1 - Identify and analyze in depth problems, causes and impacts
  • 3.1 - Understand and employ basic concepts, knowledge and theories related to the discipline
  • 3.2 - Apply discipline knowledge appropriately and effectively
  • 3.3 - Identify the boudaries of the discipline and possible cross-disciplinary connections
  • 3.4 - Select and employ judiciously appropriate techniques and tools within the discipline
  • 4 - Having access to different cross disciplinary management approaches and tools
  • 4.1 - Mobiliser les méthodes issues de la recherche pour construire une analyse et produire des recommandations de qualité
  • 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

Compétence
Niveau attendu
Indicateurs d’évaluation

Content : structure and schedule

**Week 1:** Introduction to the digital ecosystem and platforms – Case study: Google vs TikTok

**Week 2:** Owned, Earned, and Paid Media – Workshop: Mapping a brand ecosystem

**Week 3:** Content strategy and digital storytelling – Creation of an editorial strategy

**Week 4:** Data, analytics, and automation – Introduction to Google Analytics and CRM

**Week 5:** SEO, SEA, and conversion – Simulation of an advertising campaign

**Week 6:** Social media and influence – Analysis of high-impact campaigns

**Week 7:** AI, sustainability, and marketing ethics – Critical debate: AI and cognitive manipulation

**Week 8:** Individual quiz and Final group project – Oral presentation

Sustainable Development Goals

Contribution à l’atteinte des ODD / Contribution to Sustainable Development Goals

1. ODD 9 – Industrie, innovation et infrastructure / Industry, Innovation and Infrastructure
Le cours encourage une utilisation responsable et innovante des technologies marketing (IA, data, automatisation).
Les étudiants apprennent à construire des écosystèmes numériques durables, fondés sur la transparence et l’efficacité énergétique.

2. ODD 12 – Consommation et production responsables / Responsible Consumption and Production
Les projets de cours intègrent l’évaluation de l’empreinte carbone des campagnes digitales, la lutte contre le greenwashing et la conception de messages favorisant des comportements de consommation plus durables.

3. ODD 13 – Lutte contre les changements climatiques / Climate Action
Le cours sensibilise aux enjeux environnementaux du numérique : réduction de l’empreinte carbone des serveurs et publicités, sobriété data, choix d’outils éco-efficients et conception de stratégies marketing bas carbone.

Number of SDG's addressed among the 17

3

Pedagogical methods

pédagogie mixte
pédagogie inversée sur certains cours

Evaluation and grading system and catch up exams

### Evaluation and Grading System / Make-up Exam

**Individual Quiz – 60%**
Assessment of theoretical knowledge and understanding of the course’s key concepts (digital ecosystems, content strategy, data, AI, sustainability, etc.).
Format: online individual quiz including multiple-choice and open-ended questions.

**Group Project – 40%**
Collaborative project involving the analysis and design of a sustainable digital ecosystem for a real brand.
Deliverables: written report and short oral presentation.

**Make-up Exam:**
An individual written exam based on course and application questions will be offered in case of absence or failure.

Module Policies

class participation to the activities is valued

Textbook Required and Suggested Readings

Lectures et ressources / Readings & Resources

Ouvrages principaux :

Chaffey, D., & Ellis-Chadwick, F. (2023). Digital Marketing: Strategy, Implementation & Practice. Pearson.

Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for Humanity. Wiley.

Lectures complémentaires :

Lemon, K. N. & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing.

Keywords

Marketing digital, IA, responsabilité sociale, responsabilité environnementale

Prerequisites

none