Code
MPYF MKT 6445
Level
M2
Field
Marketing, commercial
Language
Français/French
ECTS Credits
2
Class hours
28
Total student load
40
Program Manager(s)
Department
- Management, Marketing et Stratégie
Educational team
Introduction to the module
The seminar is structured around two complementary pillars. The first pillar offers an advanced perspective on digital marketing: it analyzes the transformation of the digital ecosystem, the evolution of customer journeys in a complex multichannel environment, and the repositioning of traditional levers (SEO, SEA, social media, CRM) in the age of generative AI. The second pillar focuses on designing an omnichannel digital marketing strategy: defining strategic objectives, mapping customer touchpoints, ensuring a consistent customer experience across channels, and making informed budget allocation decisions.
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
Learning objectives
- 6.1 - Design, develop and implement policies and practices conducive to the dynamism of the organisation, in order to resolve identified issues, taking into account the specific characteristics of the business context.
- 6.4 - Audit the associated risks by mobilising strategic analysis and decision-making tools, identifying and assessing the weaknesses/risks associated with the tools used, in order to recommend sustainable management solutions.
Course Learning objectives
• Compréhension des grands enjeux du marketing digital contemporain
• Élaboration d'une stratégie de marketing digital
• Understanding the key challenges of contemporary digital marketing.
• Developing a digital marketing strategy.
Content : structure and schedule
• Digital ecosystem transformations:
• Evolution of purchase journeys and customer journey mapping
• Value proposition in the digital age
• Brand strategy and cross-channel consistency
• Defining strategic objectives and resource allocation
Sustainable Development Goals
En formant les étudiants à la conception d’une stratégie de marketing digital omnicanale intégrant l’IA générative, ce séminaire contribue à l’ODD 9 (Industrie, innovation et infrastructure), en développant des compétences sur les infrastructures et technologies numériques innovantes.
By training students to design an omnichannel digital marketing strategy that integrates generative AI, this seminar contributes to SDG 9 (Industry, Innovation and Infrastructure), building skills around innovative digital infrastructures and technologies.
Learning delivery
synchrone
Pedagogical methods
1- Cours magistral
2- Exercices pratiques
3- Études de cas UX
4- Pitch
1- Lecture
2- Practical exercises
3- Case studies
4- Pitch
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 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
Chaffey, D., Ellis-Chadwick, F., Isaac, H., & Mercanti-Guérin, M. (2020). Marketing digital (7e éd.). Paris, France: Pearson Education France.
Gourvennec, Y., & Kratiroff, H. (2024). Le marketing digital de @ à Z: Stratégie et outils pour mieux interagir avec vos audiences. Paris, France: Eyrolles.
Keywords
Écosystème digital; Parcours client; Proposition de valeur; Stratégie de marque; Cartographie des points de contact; Cohérence cross-canal; Arbitrage stratégique des ressources / Digital ecosystem; Customer journey; Value proposition; Brand strategy; Touchpoint mapping; Cross-channel consistency; Strategic resource allocation.