Digital Marketing
Etablissement : Faculté de Gestion, Economie & Sciences Licences
Langue : Anglais
Formation(s) dans laquelle/lesquelles le cours apparait :
- Aucune formation en lien avec ce cours.
Période : S6
The course examines the opportunities and challenges for companies related to the spread of the digital economy. It allows to understand the principles and analytical, strategic and operational strategies to manage the relationships between companies and the market, integrating traditional marketing with digital marketing. Students could know the main levers and tools of digital marketing and e-commerce.
- Fundamental digital trends shaping marketing : connected customers and digital subcultures
- Moving from traditional to digital marketing
- New frameworks for marketing in the digital economy : the new customer path, marketing productivity metrics, marketing best practices
- Tactical marketing applications in the digital economy: human-centric marketing, content marketing, engagement marketing
- Connected commerce : historical background, rising and challenges
- Towards the omni-channel strategy
