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

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 & master the fundamental key concepts of strategic marketing
- to identify and explain major trends and their impact on companies’ marketing strategy, including 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
- to describe and explain the major marketing frameworks that support both situation analysis and marketing strategy
- 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
- Keeping up to date with current economic and business affairs

Content

1. Introduction to Marketing
2. Marketing Strategy
3. Customer Insights
4. Market & Competition
5. Branding, Reputation & Purpose driven marketing
6. Transformative Marketing
7. Digital & Social Media
8. Emerging Technologies
9. New Operating Models

Teaching methods

- Ex-cathedra course, in person, with explanation of theoretical concepts illustrated by numerous concrete examples & cases
- Participation of Guest speakers illustrating the subject matter sharing their experience
- Polls & quizzes
- Q&A

Assessment method

Students are requested to
- present a written exam on the ex-cathedra courses, including content from all guest speakers
- students are requested to present a work group assignment where they analyse the marketing strategy of a brand of their choice (written document and potential oral presentation in group)

Weighting :
- written exam (70%)
- workgroup assignment (30%)

References

Cfr. course programme