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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)JP.THEVENY

Pré requis

Enthusiasm for marketing and how best to promote products and services online. As the approach is very practical, there is no particular skills required aside from willingness to learn more in the field.

Objectifs du cours

This course will introduce digital marketing in general and mobile marketing best practices in particular. At the end of the course, students should be able to: - Identify the many available digital marekting strategies and when best to apply them. - Understand the impacts of mobile marketing growth and possible future developments. - Practice the implementation of a mobile campaign as part of their project group assignements.

Contenu du cours

Introduction to digital & mobile marketing in 6 sessions: Available strategies in digital marketing Reasons for selecting a mobile marketing approach - key benefits Uses of mobile marketing by the brands: mobile responsive design, mobile apps, SMS, QR Codes Steps to mobile marketing execution Best practices in implementing mobile marketing Final session will focus on group project presentations

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent work
Independent study
Group Project8,00  
Charge de travail globale de l'étudiant32,00  

Méthodes pédagogiques

  • Presentation
  • Project work
  • Interactive class
  • Case study


The course assessment will be composed of a mid-term exam and the outcomes quality of the group projects.

Type de ContrôleDuréeNombrePondération
Continuous assessment
Group Project8,00170,00
TOTAL     100,00

* Informations non contractuelles et pouvant être soumises à modification
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