Code
MGFF MKT 4002
Level
M1
Field
Marketing, commercial
Language
Français/French
ECTS Credits
2
Class hours
18
Total student load
40
Program Manager(s)
Department
- Management, Marketing et Stratégie
Educational team
Introduction to the module
English version – Course Expectations
By the end of the Digital Marketing Ecosystem course, students are expected to:
Understand the structure and dynamics of the digital marketing ecosystem, including key platforms, tools, and strategies.
Critically evaluate how organizations use digital technologies to create value and engage with consumers.
Apply analytical frameworks and digital tools to design, implement, and optimize marketing campaigns.
Demonstrate awareness of ethical, environmental, and societal implications of digital marketing practices.
Collaborate on projects and case studies to develop strategic thinking and problem-solving skills in real-world contexts.
Learning goals/Programme objectives
- 1. S’approprier les usages avancés et spécialisés des outils de l’intelligence digitale en s’assurant de leur impact durable et responsable,2. Produire et mobiliser des savoirs hautement spécialisés, issus d’une réflexion critique, et dans un champ d’expertise
Objectifs d'apprentissage
- 1 - Master advanced and specialised uses of digital intelligence tools, ensuring their sustainable and responsible impact
- 1.1 - Audit advanced and specialised uses of digital intelligence tools in order to deploy them appropriately, taking into account the strategic context of organisations.
- 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
-------------------------------------
----------------------
-----------------------------------------------------------
Compréhension de l’écosystème digital
Intermédiaire à avancé
Capacité à cartographier les acteurs et flux de valeur
Analyse critique
Avancé
Capacité à relier technologie, stratégie et impact sociétal
Conception de stratégie digitale
Avancé
Capacité à formuler une stratégie cohérente multicanale
Collaboration et communication
Intermédiaire
Travail en équipe, présentation orale, clarté du rapport
Éthique et durabilité
Intermédiaire
Intégration des ODD et de la responsabilité numérique
Content : structure and schedule
Le cours Écosystème du marketing digital propose une exploration approfondie des dynamiques, acteurs et technologies qui composent les environnements numériques contemporains.
Il vise à doter les étudiants d’une compréhension systémique du marketing digital, allant au-delà des outils pour appréhender les logiques de plateforme, de données et d’interconnexion qui redéfinissent les rapports entre marques, consommateurs et technologies.
Dans un contexte marqué par la métamorphose rapide du secteur — intelligence artificielle générative, automatisation, commerce conversationnel, économie de l’attention — le cours met l’accent sur la maîtrise stratégique et opérationnelle des campagnes digitales, tout en intégrant une réflexion sur la responsabilité sociale, environnementale et éthique du marketing.
Les étudiants apprendront à concevoir, piloter et évaluer des stratégies digitales cohérentes, créatrices de valeur pour l’entreprise, mais aussi respectueuses du consommateur, de la société et de la planète.
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.
Contribution to Sustainable Development Goals
1. SDG 9 – Industry, Innovation and Infrastructure
The course promotes the responsible and innovative use of marketing technologies (AI, data analytics, automation).
Students learn how to design sustainable digital ecosystems based on transparency and energy efficiency.
2. SDG 12 – Responsible Consumption and Production
Course projects incorporate the assessment of the carbon footprint of digital campaigns, the fight against greenwashing, and the design of communication messages that encourage more sustainable consumption behaviours.
3. SDG 13 – Climate Action
The course raises awareness of the environmental impact of digital technologies, including the reduction of the carbon footprint of servers and online advertising, data sobriety, the selection of eco-efficient tools, and the design of low-carbon marketing strategies.
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 key course concepts (digital ecosystems, content strategy, data, AI, sustainability, etc.).
Format: online individual quiz including multiple-choice and short-answer questions.
Group Assignment – 40%
Collective project analyzing and designing 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 questions and applied case analysis will be used as the make-up assessment.
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
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.
Chamorro-Premuzic, T. (2023). The Ethics of AI in Marketing. Harvard Business Review.
Kapferer, J.-N. (2020). La marque à l’ère du digital. Dunod.
Keywords
Marketing digital, IA, responsabilité sociale, responsabilité environnementale
Prerequisites
aucun