MKTMKTM10101 Digital marketing

Code	MKTMKTM10101
Title	Digital marketing
Module	MKTMKTM101 - Digital marketing
Department	MKT - Marketing
Duration	24 h
ECTS credits	3 / 3 (erasmus)
Language	English
Description	The course aims to understand the challenges of the digital economy from a marketing / communication point of view. Understand the technological and business innovation aspects of the Digital Economy. This will prepare students for a career in marketing environment.
Objectives
Prerequisites	This course assumes acquaintance with the principles of marketing, a basic knowledge of the Internet and some computer familiarity.
Sustainable development	In order to implement the objectives of France's "Green Plan of Higher Education Institutions", each class considers the issues and stakes of Sustainable Development related to the subject matter being taught
Course sequencing
Method	The teaching is based on an alternation of courses and practical cases and exercise to illustrate the application of theoretical concepts and methods.
Assessment	Written exam outside of class time (50 %) - Durée. 1h Written assignment (50 %)
Bibliography	Digital Marketing Strategy: An Integrated Approach to Online Marketing, Kogan Page, 2022, Simon Kingsnorth, 3ème edition Shoot The HiPPO: How to be a killer Digital Marketing Manager, Footprint Digital, 2021, Tom Bowden and Tom Jepson, 1er Edition Digital Marketing, Pearson, 2018, EDave Chaffey and Fiona Ellis-Chadwickric Schmidt & Jared Cohen
Advised bibliography	Roberts M.L and Zahay D. L. (2012) ; Internet Marketing: Integrating Online and Offline Strategies, 3rd Edition, South-Western College Publishing. Baetzgen, A., Tropp J. (2013) ; Brand Content. Schaeffer-Poeschel Verlag ISBN-13: 978-3791033150 Levine,R., Locke, C., Searls D., Weinberger D. (2000). The Cluetrain Manifesto, The End of Business as Usual. Basic Books. Santino S. (2022) ; Mobile Marketing: 7 Easy Steps to Master Mobile Strategy, Mobile Advertising, App Marketing & Location Based Marketing, Independently published.