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 - Master advanced and specialised uses of digital intelligence tools, ensuring their sustainable and responsible impact
- 2 - Produce and mobilise highly specialised knowledge, derived from critical thinking, in a field of expertise
- 2.1 - Develop a critical awareness of highly specialised knowledge, some of which is at the forefront of knowledge, with a view to formulating innovative contributions to complex issues, in line with the strategic plan of organisations and with scientific
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
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
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