Ce cours apparaît dans les formations suivantes :
• Faculté de Gestion, Economie & Sciences - Licences & Prépas - Licence 3 International Economics and Business - S6 - 3 ECTS

Objectifs du cours

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.

Contenu du cours

• 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

Modalités d'enseignement

Organisation du cours

Méthodes pédagogiques

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