Course description

Title of the Teaching Unit

Digital Marketing

Code of the Teaching Unit

21GE022

Academic year

2024 - 2025

Cycle

Number of credits

Number of hours

Quarter

Weighting

Site

Anjou

Teaching language

English

Teacher in charge

Schunck Olivier

Objectives and contribution to the program

This course contributes to elevate the knowledge level of students in the area of strategic marketing.

This course will allow students :
- to understand and master the fundamental key concepts of strategic marketing
- to identify and explain major trends and their impact on companies’ marketing strategy, including economic, environmental, societal, technological & consumer related trends
- to describe and explain the key elements that are part of a situation analysis
- to define and explain the constitutive elements of a marketing strategy
- describe and explain the major marketing frameworks that support both situation analysis and marketing strategy formulation
- to develop their awareness of the importance of being critical actors towards marketing methods

Competency Goals :

CG 1 Disciplinary Knowledge
CG2 Operational
CG5 Aware of complexity / Critical Mind
CG6 Communicate orally and in writing in several languages

Prerequisites and corequisites

- Mastering the English language

Content

- Introduction to Marketing
- Marketing Strategy
- Marketing & Customer Research
- Customer-centric Marketing
- Market & Competition
- Brand & Purpose driven marketing
- Transformative Marketing
- Marketing in the Digital Era
- Emerging Technologies
- Agile Marketing Operating Model

Teaching methods

- Ex-cathedra course, in person, with explanation of concepts and frameworks illustrated by numerous concrete examples & case studies
- Participation of guest speaker(s) sharing their experience in specific areas of expertise
- Polls, quizzes & interactive activities during class.
- Individual readings provided to complement the knowledge and critical views
- Q&A

Assessment method

- Students will present a written exam covering all materials presented/discussed during the ex-cathedra courses as well as the content from guest speakers. This written exam will consist of two parts: a multiple-choice questionnaire (MCQ) as well as one or several open questions.
- Active and relevant class participation may result in added recognition.

References

Cfr. course program