This class exists in these courses :
• IÉSEG > MSc in Digital Marketing & CRM > MSc in Digital Marketing & CRM - Semester 1 > 2,00 ECTS

Prerequisites

- This class provides a framework for more specialized courses in digital marketing. Students should already have knowledge of the marketing field (principles of marketing, marketing management) and be familiarized with traditional marketing and communication plans.
- Familiarity with web analytics, social networks and search engine marketing is a plus.
- Prospective marketing professionals, data scientists and entrepreneurs with minimal Internet Marketing experience but a basic understanding of online marketing concepts and associated channels are ideal candidates to benefit from this course.

Learning outcomes

At the end of the course, the student should be able to :
- Successfully collaborate within an intercultural team (LO1.B)

- Employ state­ of ­the ­art management techniques (LO5.C)

- Formulate strategically­ appropriate solutions to complex and unfamiliar challenges in their professional field (LO7.B)
- Formulate a successful digital marketing strategy
- Successfully distinguish the various communication channels of online marketing and understand their advantages and disadvantages versus offline marketing

- Effectively apply in­ depth specialized knowledge to take (LO7.C)
- Master the fundamental elements of creating and implementing an online marketing strategy
- Understand, analyze and select appropriate digital marketing tools for specific target segments
- Identify the challenging aspects of measuring the effectiveness of Internet marketing actions
- Develop a reference framework for more specialized courses, such as Social media marketing, Mobile marketing, email marketing, web Advertising, search engine marketing, web Analytics to name but a few.

Course description

The emergence of the Internet and other new forms of information and communication technology has changed business environments and the practice of marketing dramatically. The choice to conduct business online surpasses the mere choice of which communications channels to deploy. To fully benefit from its potential, companies must consider the usage of digital communication and interaction channels from the very development of their marketing strategy. In this course, a comprehensive overview of the practice of digital or e-marketing is offered, tackling issues as the development of an Internet marketing strategy, an Internet marketing plan and the tactical configuration comprised in the online marketing mix.

Given the importance of the digital communication channels for marketing promotion, special attention is devoted to an overview of the advertising instruments at the disposal of a digital marketing manager.
In detail, the course sessions are organized as follows:

Session 1 : The Internet Marketing Environment: Offline to online marketing

- Differences between e-commerce, digital marketing and online advertising
- Internet-specific aspects of the marketing strategy, online dissemination, direct model, e-business models)
- Case study

Session 2 : Digital Communication Channels: Overview of digital marketing channels/tools

- The main characteristics, advantages and disadvantages of digital channels
- Digital tools available for marketers today
- Case study

Session 3 : Developing an Internet Marketing Strategy and Plan: Planning and implementing a digital marketing strategy

- Understanding the digital landscape and it's underlying principles, communication models, Internet-specific objectives
- Internet Marketing Research
- Internet Marketing Strategy
- Internet Marketing Mix

Class type

Class structure

Teaching methods

• Case study
• Presentation
• Project work
• Tutorial

Assessment

A final grade will be computed based on the following:

- Participation : Participation during lectures, exercises, presentations and discussion related to case studies
- Group project/work: elaborating, analyzing
- Presentation: presenting marketing plans

Recommended reading

• Philip Kotler, Hermawan Kartajaya, Iwan Setiawan, Marketing 4.0: Moving from Traditional to Digital (optional) -

• Dave Chaffey & Fiona Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice (optional) -

• Stokes, R., 2014, eMarketing – The essential guide to digital marketing (5th Edition), Quirk. It serves both as a great introduction to and overview of the various strategies to perform Internet marketing. The book can be downloaded free of charge via htt -

• Chaffey, D., 2014, Digital Business & E-Commerce Management, 6th ed. Strategy Implementation & Practice, Pearson. -

• Mayar, V. and Ramsay, G., 2011, Digital Impact - The Two Secrets to Online Marketing Success, Wiley. -

Internet resources

• 9 Successful Digital Marketing Case Studies

• How Online & Offline Marketing Can Work Together [Infographic]

• Harvard Marketing Review - Measuring Marketing Insights - Collection

• 6 Offline Marketing Strategies that Support Your Online Brand

• 10 reasons you need a digital marketing strategy in 2018

• 10 Affordable, Underrated Digital Marketing Tools

• Digital Marketing Strategy