Code
MPYF MKT 6434
Level
M2
Field
Marketing, commercial
Language
Français/French
ECTS Credits
3
Class hours
35
Total student load
60
Program Manager(s)
Department
- Management, Marketing et Stratégie
Educational team
Introduction to the module
Among the wide range of projects that can appear on a digital roadmap in large companies, an e‑commerce project—whether B2C, B2B, or hybrid—is one of the most ambitious, complex, and strategic topics for the company’s evolution and growth. Often associated with new business models and sometimes a source of new revenue, an e‑commerce project is, by nature, a response to changing user practices, both individual and corporate; as such, it is no longer an optional add-on but a fully fledged sales and interaction channel for any company, whether small or large, new or established.
Learning goals
- 4. Conduire des projets de transformation sociétale, numérique, énergétique et/ou environnementale des organisations
Learning objectives
- 4.2 - Lead a complex project with responsibility, with the aim of supporting the transformation of organisations (design, management, team coordination, implementation and management, control, dissemination), by mobilising multidisciplinary skills and bri
Course Learning objectives
- Connaître les fondamentaux de la gestion de projet e-commerce
- Construire les principales pages d’un site web e-commerce
- Réaliser en équipe un projet e-commerce opérationnel
• Understand the fundamentals of e-commerce project management
• Build the main pages of an e-commerce website
• Work in teams to deliver an operational e-commerce project
Content : structure and schedule
1- Introduction to project management in digital marketing (introduction to social media; communication on social networks; paid/owned/earned media; key success factors of an earned media campaign; community management tools; measuring the performance of communication campaigns on social networks; fake news and social networks)
2- Online communities and customer relationship management through social networks; role of the Community Manager in customer relationship management; CRM 2.0 on social networks; idea crowdsourcing (innovation networks); definition of crowd innovation; types of idea crowdsourcing platform models; measuring the effectiveness of a crowd innovation network
3- Introduction to artificial intelligence (ethics and artificial intelligence in marketing; definition of artificial intelligence; AI applications in marketing → conversational agents, chatbots, recommendation algorithms, RTB, etc.)
4- Group projects (application cases)
Sustainable Development Goals
Education de qualité (4)
Travail décent et croissance économique(8)
Industrie, innovation et infrastructure (9)
Ce projet intègre les dimensions DD&RS en amenant les étudiants à concevoir une plateforme e-commerce responsable qui concilie performance commerciale et sobriété numérique, en questionnant l’impact environnemental des choix technologiques, logistiques et fonctionnels (empreinte carbone des infrastructures, optimisation des flux, packaging écoresponsable, enjeux d'éthique des données, accessibilité numérique).
Quality Education (4)
Decent Work and Economic Growth (8)
Industry, Innovation and Infrastructure (9)
This project integrates SD/RS dimensions by guiding students to design a responsible e‑commerce platform that reconciles commercial performance with digital sobriety, questioning the environmental impact of technological, logistical, and functional choices (carbon footprint of infrastructures, flow optimization, eco‑friendly packaging, data ethics issues, digital accessibility).
Number of SDG's addressed among the 17
3
Learning delivery
Mixte
Pedagogical methods
1- Cours magistral
2- Exercices pratiques
3- Études de cas
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, the e-commerce case study, and a final pitch. The breakdown is as follows: 60% of the grade corresponds to individual work, and 40% to group work.
Individual assessment (60%):
• Course-related questions and MCQ on concepts covered : 40%
• Individual participation in each class session: 20%
Group assessment (40%):
• Group report submitted and presented at the end of the module: 25%
• Quality of the website developed (as a group) by the end of the module: 15%
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
Balagué Christine, David Fayon (201) : "Facebook, Twitter et les autres, intégrer les réseaux sociaux dans une stratégie d'entreprise", 3rd edition, éditions Pearson,
Balagué Christine, Fayon David (2011): "Réseaux sociaux et entreprises: les bonnes pratiques", Editions Pearson.
Cordina Paul, Fayon David (2013) : community management : fédérer des communautés sur les médias sociaux, Editions Pearson
Mac Arthy Andrew (updated 2014) : 500 Social Media Marketing Tips : Essential advice, Hints and strategy for business : facebook, twitter, Pinterest, Google +, you Tube, Instagram, LinkedIn and More !, English Edition
Solomon R. Michael, Tuten Tracy (2013) : Social Media Marketing, Pearson new international edition
Keywords
Réseaux sociaux, IA, Social media, Community management, Intelligence artificielle / Social networks, AI, social media, community management, artificial intelligence.