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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Course for exchange studentsTransversal/annéesS1S2English
Professeur(s) responsable(s)G.DE KERVILER
Intervenant(s)Eric MARTEL

Pré requis

Students should have some general knowledge about Internet, social media and marketing basics.

Objectifs du cours

At the end of the course, the student should be able to:
- Have a clearer view of the use of digital marketing levers
- Better know how to evaluate the potential and challenges of e-business for its business,
- Know how to integrate the Web dimension into the general policy and marketing strategy of the company,
- To participate effectively in concrete projects in these fields.

Contenu du cours

Key figures, Presentation of traffic acquisition levers, Models of remuneration
Digital Business models
Digital Transformation and its impact on trades
Stakes of the omnicanal
Big Data : issues
Email marketing
Content Marketing
Digital Strategy
Social Media Marketing
Affiliation, Display and Partnerships
Search Engine Optimization
E-CRM and automation marketing
Internet Of Things

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Independent work
Independent study
Group Project26,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Project work
  • Interactive class


Students will work on several case studies. The final session is dedicated to student group presentations which will be the primary basis for student evaluation.?A secondary part of assessment involves continuous evaluation based upon class conduct, and interactivity

Type de ContrôleDuréeNombrePondération
Continuous assessment
TOTAL     100,00


  • Internet Marketing 2017, EBG -

  • e.Commerce 2016 - K. C. Laudon, C. G. Traver - Prentice Hall -

  • Marketing digital - D. Chaffey, ?. Ellis-Chadwick - Pearson -

* Informations non contractuelles et pouvant être soumises à modification
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