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

Prerequisites

No specific prerequisite is required to attend this course.

Learning outcomes

At the end of the course, the student should be able to :
- Understand the challenges of the digital economy for companies and individuals: impacts of ICT on our societies, dominant role of the information, transformation of the economy in all its key processes: innovation, production, communication, distribution, consumption ...
- Understand the new strategic challenges resulting from the explosive growth of digital communication (communication web-marketing/e-advertising/online communication), media / social networks, the use of mobile marketing for the brands and e-commerce,
- Use of a methodological tool allowing the understanding of the value chain notion and its application to the ICT sector,
- Understand the politics / strategies of the market players (industrials, consumers, regulators…), the balance of power within the sector and the industrial sectors concerned,
- Understand the growing importance of digital technologies in brands’ communication strategies (web-marketing/online communication / 360 °communication).

Course description

- Introduction to ICT + ICT figures
- Context: a profound evolution of our sociey and economies + Central role of the information + Consequences of that revolution
- Value chain analysis + Interrelations of the market players: the “percolation paths”.
- 8 major impacts and challenges:
1. Technology (Cloud computing, IoT, Big Data…). Technology re-imagines : Communication, Transport & Mobility, Business processes, Music consumption, Personalization, Just in time, Commerce, Content, Reviews, Travels, Voice, News…
2. Information and knowledge (ICT: new testing ground for innovative teaching formats for the transmission of knowledge),
3. Economy (Internet contributions to sectors using it),
4. Digitalization (Development of new consumption patterns & new business models),
5. Regulation (People & Regulation / Policies should evolve to adapt to a more connected society - GDPR),
6. Human & Social (Permanent connection reconfigures spaces and times: private and family life, professional life, private life and digital identity, social life + health impacts and Digital Detox),
7. Organizational (Changes in company organization, effects of globalization).
8. Cyber security / Data security

Class type

Class structure

Teaching methods

• Case study
• Interactive class
• Research

Assessment

Recommended reading

• The new digital age – E. Schmidt & J. Cohen – Knopf 2013 -

• La dynamique d’internet-Prospective 2030 -

  La dynamique d’internet-Prospective 2030

• ITU– Measuring the Information Society -

• Levine,R., Locke, C., Searls D., Weinberger D. (2000). The Cluetrain Manifesto: The End of Business as Usual. Basic Books; Reprint edition (January 2001) ISBN-13: 978-0738204314 -

• Blanquier, B et Theodore, L. Digital marketing 2018. EBG -

• Theodore, L. (2017). Internet marketing 2017. EBG -

• Theodore, L. (2016). Internet marketing 2016. EBG -

Internet resources

• ITU facts and figutes 2016

• KPCB – Internet trends 2018

• A list of relevant websites is provided to the students during the course.