SYLLABUS

1. Objectifs du cours

Identify and explain the key tools, concepts, and strategies in e-commerce and digital marketing.

Apply theoretical knowledge of e-commerce and digital marketing to practical business situations.

Analyze digital marketing campaigns and e-commerce platforms to assess their effectiveness.

Develop practical solutions and recommendations for improving e-commerce performance and digital marketing impact.

Integrate digital marketing tools (e.g., SEO, social media, analytics) within an e-commerce strategy.

2. Description du cours

This course introduces students to the key concepts and strategies of digital marketing and e-commerce.
It explores the behavior of digital consumers and the different stages of customer engagement, from awareness to loyalty.

3. Plan du cours

• Introduction
• The strategies in Digital Marketing
• The digital consumer
• Raising awareness costumers
• Consideration from costumers
• Acquisition costumers
• Services
• Loyalty

4. Compétences visées

• Master the tools and concepts of digital marketing.
• Be able to propose an adapted digital strategy.
• Assess the appropriateness of an e-marketing strategy
• Assess the complementarity between physical and virtual channels
• Make strategic recommendations for a physical/virtual & mix

Consulter la fiche RNCP de cette formation

5. Modalités pédagogiques

Mode d'enseignement : Présentiel

Langue(s) utilisée(s) : English

Méthodes pédagogiques : Cours magistral

6. Modalités d'évaluation

Présentation orale, Projet de groupe

7. Bibliographie

• Chaffey, Dave, Fiona Ellis-Chadwick, Henri Isaac, and Maria Mercanti-Guérin. Marketing digital. 2019.
• Henderson, K. (2005). Marketing strategies for digital library services. Library Review.
• Kingsnorth, Simon. Digital marketing strategy: an integrated approach to online marketing. Kogan Page Publishers, 2022.