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
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
- 6. Concevoir et/ou piloter des solutions de gestion innovantes en veillant à garantir une création de valeur soutenable pour toutes les parties prenantes
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.
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
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 and ODD 13 – Lutte contre les changements climatiques / Climate Action
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
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