Code
MGYE MKT 6440
Level
M1
Field
Marketing, commercial
Language
Anglais/English
ECTS Credits
2
Class hours
28
Total student load
40
Program Manager(s)
Department
- Management, Marketing et Stratégie
Educational team
Introduction to the module
This course aims to train students in the challenges of sustainable and responsible digital marketing in the context of ecological and social transition. It provides the concepts, tools, and methods needed to integrate sustainable development principles into organizations’ digital marketing strategies, while helping students develop a critical view of current marketing practices and explore emerging innovations and models.
Learning goals
- 4. Conduire des projets de transformation sociétale, numérique, énergétique et/ou environnementale des organisations
Learning objectives
- 4.4 - Raise awareness and promote the application of ethical principles, professional conduct and environmental responsibility, in a context of organisational and societal transformation, and for the common good.
Course Learning objectives
- Comprendre les principaux enjeux économiques, sociaux et environnementaux du développement durable dans un contexte de marketing digital
- Analyser les impacts des décisions de marketing digital sur les parties prenantes et sur les ODD
- Évaluer la cohérence des stratégies de marketing digital au regard des principes de responsabilité sociale et environnementale
- Concevoir des actions ou dispositifs de marketing digital contribuant à une transition plus durable au sein des organisations
- Argumenter des recommandations managériales en marketing digital s’appuyant sur des cadres théoriques et des données relatives au développement durable
• Understand the main economic, social and environmental challenges of sustainable development in a digital marketing context
• Analyze the impacts of digital marketing decisions on stakeholders and on the SDGs
• Assess the consistency of digital marketing strategies with principles of social and environmental responsibility
• Design digital marketing actions or mechanisms that contribute to a more sustainable transition within organizations
• Justify managerial recommendations in digital marketing based on theoretical frameworks and sustainability-related data
Sustainable Development Goals
ODD 4 Éducation de qualité
ODD 12 Consommation et production responsables
Ce cours contribue principalement à l’ODD 4 (Éducation de qualité) en développant chez les étudiants une compréhension critique des enjeux du développement durable et des compétences pour les intégrer dans leurs décisions managériales. Il soutient également l’ODD 12 (Consommation et production responsables) en sensibilisant les futurs professionnels aux impacts sociaux et environnementaux des stratégies d’entreprise et en les formant à concevoir des pratiques plus responsables.
SDG 4 Quality Education
SDG 12 Responsible Consumption and Production
This course primarily contributes to SDG 4 (Quality Education) by developing in students a critical understanding of sustainable development issues and the skills needed to integrate them into managerial decision-making. It also supports SDG 12 (Responsible Consumption and Production) by raising future professionals’ awareness of the social and environmental impacts of corporate strategies and training them to design more responsible practices.
Learning delivery
synchrone
Pedagogical methods
Cours magistraux interactifs avec supports multimédias
Études de cas d'entreprises
Travaux de groupe avec pitch final
Discussions critiques de sujets académiques
Interactive lectures with multimedia supports
Company case studies
Group work with final pitch
Critical discussions of academic topics
Evaluation and grading system and catch up exams
The assessment is based on several criteria: participation, engagement, course-related questions, applications, and a final pitch. The breakdown is as follows: 60% of the grade corresponds to individual work (In-class written exam with course-related questions, part of which may be in quiz format), and 40% to group work (practical application from the course, culminating in a final pitch).
The current academic regulations serve as the reference document.
If the final grade for a module is below 10 out of 20, a resit will be organized and will count for 100% of the final grade. The resit exam will consist of an individual research, reflection, and application paper, or an oral exam, on a topic covered in the course.
Any assignment submitted after the deadline will receive a grade of 0.
Grades may be adjusted individually based on participation, including unexcused lateness or absences, classroom behavior, etc., in the form of bonus or penalty points.
Punctuality and attendance are integral to the shared learning environment. They reflect respect for the instructors’ work, the group dynamic, the school’s standards, and the professional attitude expected of students.
Any unexcused absence for a half-day of class will result in a one-point deduction from the final grade of the relevant module. This penalty may also apply to any unexcused lateness. In cases of repeated lateness or absences, the number of points deducted may be increased to ensure the smooth running of the course.
Module Policies
The current academic regulations serve as the reference document.
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 or by videoconference 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.
● No delay is tolerated. Attendance will be declared on Moodle 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
Volle, P., & Schouten, J. W. (2022). Marketing (plus) durable. De Boeck Supérieur.
Keywords
Marketing digital durable, marketing responsable, développement durable, responsabilité sociale des entreprises (RSE) – Sustainable digital marketing, responsible marketing, sustainable development, corporate social responsibility (CSR).