Digital Marketing Strategy (en anglais)

This course provides an in-depth understanding of digital marketing strategies, focusing on the impact of digital  transformation on consumer behavior and marketing practices. Students will learn about various digital marketing  channels, tools, and techniques, data analytics, customer experience (CX), and user experience (UX). Through a combination of theoretical frameworks and practical applications, the course aims to equip students with the skills needed to develop and implement effective digital marketing strategies.

• To understand the fundamentals and evolution of digital marketing.
• To analyze the impact of digital transformation on marketing strategies and consumer behavior.
• To explore various digital marketing channels and tools.
• To utilize data analytics for informed marketing decisions.
• To enhance customer and user experiences through strategic planning.
• To identify and integrate emerging trends and technologies in digital marketing.
• To consider ethical and legal implications in digital marketing practices.

• Session 1

Formule standard :
Modalité : Contrôle continu
Type : QCM
Durée : 15 minutes
Contenu : 40% : As the multiple-choice test will take place midway through the module, it will cover the course content up to that point.

Modalité : PartielType : Oral
Durée : 15-20 minutes
Contenu : At the end of the semester, students present a portfolio that summarizes and illustrates their overall understanding of the module.

• Session 2 :

Type : QCM
Durée : --
Contenu : --

• Basic knowledge of marketing fundamentals (consumer behavior, marketing mix, brand positioning).
• Familiarity with digital tools and online platforms (social media, websites, email).
• Introductory understanding of data analysis and KPIs (basic interpretation of metrics).
• Good command of written and spoken English (B2 level minimum recommended).
• Curiosity and willingness to engage with real-world case studies and group discussions.

Students will develop :

• Analytical skills in interpreting data and consumer behavior.
• Strategic thinking in planning and executing digital marketing campaigns.
• Proficiency in using digital marketing tools and technologies.
• Ability to enhance customer and user experiences.
• Knowledge of ethical and legal considerations in digital marketing.
• Effective communication and presentation skills through case studies and group discussions.

• Chaffey, D. & Ellis-Chadwick, F. (2023). Digital Marketing: Strategy, Implementation and Practice (8th ed.). Pearson.
• Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for Humanity. Wiley.
• Kingsnorth, S. (2022). Digital Marketing Strategy: An Integrated Approach to Online Marketing (3rd ed.). Kogan Page.
• Ryan, D. (2023). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation (6th ed.). Kogan Page.
• Zuboff, S. (2019). The Age of Surveillance Capitalism. PublicAffairs.
• Guillaud, H. (2025). Les algorithmes contre la société. La Fabrique Éditions.

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