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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
MSc in Digital Marketing & CRMTransversal/annéesS1S2English
Professeur(s) responsable(s)A.SIMION
Intervenant(s)Simion Alina

Pré requis

- This class provides a framework for more specialized courses in digital marketing. Students should already have sound knowledge of the marketing field (principles of marketing, marketing management) and be familiarized with traditional marketing and communication plans.
- Familiarity with social networks and the Internet is a plus.

Objectifs du cours

At the end of the course, the student should be able to :
- To formulate a successful digital marketing strategy
- Define and implement an Internet marketing plan based on measurable objectives
- Understand the specific traits of online marketing versus offline marketing
- Understand, analyze and select appropriate digital marketing tools for specific target segments
- Identify the challenging aspects of measuring the effectiveness of Internet marketing actions
- Develop a reference framework for more specialized courses, such as Web Advertising, Social Media Marketing, Mobile Marketing, E-commerce, and others.

Contenu du cours

Part I. From offline and online marketing (Internet-specific aspects of the marketing strategy)
Part II. Planning and implementing a digital marketing strategy (A step by step approach to creating a digital marketing plan)
Part III. Overview of digital marketing tools (The essential traits, advantages and disadvantages of digital tools available for marketers today)

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Independent study
Group Project15,00   Students will work on a digital strategy team project
Estimated personal workload10,00   Students will carry out individual research for the team project. Time is also allocated for preparing the project presentations
Individual Project9,00   Students will work on individual digital marketing case studies
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Tutorial
  • Presentation
  • Project work
  • Case study


A final grade will be computed based on the project, presentation, and individual case studies marks. Points are also awarded for students' participation in class.

Type de ContrôleDuréeNombrePondération
Group Project10,00160,00
Case study5,00020,00
TOTAL     100,00


  • Philip Kotler, Hermawan Kartajaya, Iwan Setiawan, Marketing 4.0: Moving from Traditional to Digital (optional) -

  • Dave Chaffey & Fiona Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice (optional) -

* Informations non contractuelles et pouvant être soumises à modification
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