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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
MSc in Investment Banking and Capital Markets1S1English
Professeur(s) responsable(s)Y.MOYSAN
Intervenant(s)Yvon MOYSAN

Pré requis

Marketing basics

Objectifs du cours

At the end of the course, the student should be able to :
Better embrace the opportunities offered by new technologies (Internet, Mobile, Social Media, Tablet etc.) in a digital banking environment.
Manage the different techniques to improve customer experience (segmentation, mobile application design, cross channel experience etc.) and increase leads and sales per channel (SEO, SEM, display etc.) in a digital banking environment
Better understand the FinTech ecosystem and identify the potential opportunities related
Create a Pitch to launch a FinTech
The course will be illustrated with the best in class examples from different industries.

Contenu du cours

- Intoduction to digital Marketing
- The digital consumer journey
- Display, RTB,
- Social media
- Mobile
- Introduction to digital banking
- The Multichannel Bank
- The digital ecosystem Bank
- The socially engaging Bank
- ING Bank Case study
- FinTech definition
- FinTech ecosystem
- Crowdfunding, Blockchain, Robo-Investing

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Independent work
Reference manual 's readings10,00  
Independent study
Group Project20,00  
Estimated personal workload10,00  
Charge de travail globale de l'étudiant56,00  

Méthodes pédagogiques

  • Presentation
  • Project work
  • Interactive class
  • Case study


Mini case studies in class per group
Project per group

Type de ContrôleDuréeNombrePondération
Final Exam
Oral exam0,50170,00
Group Project0,50130,00
TOTAL     100,00


  • Gabriela Taylor (2012): Advertising In a Digital Age: AdWords, Social Media Advertising, Affiliate Marketing Advertising, Display Advertisink -

  • Matthew S. Eastin, Terry Daugherty and Neal M. Burns (2010): Handbook of Research on Digital Media and Advertising: User Generated Content Consumption. -

  • Marketing: Integrating Online and Offline Strategies by Roberts and Zahay (2012) -

  • Gabriela Taylor (2012): Advertising In a Digital Age: AdWords, Social Media Advertising, Affiliate Marketing Advertising, Display Advertising -

* Informations non contractuelles et pouvant être soumises à modification
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