Digital marketing

Description

Companies are increasingly shifting their marketing efforts to digital technologies such as search engines, websites, social media, etc. In this introduction to digital marketing, we will go through different digital marketing channels and learn how to mobilize them to build a global marketing strategy. At the end of the course, students should (1) be familiar with the concepts, theories, and issues in digital marketing (through lectures and e-learning), and (2) be able to apply them in a real-life situation (through the group project).

Compétences visées

Upon completion of this course, students should be able to
- (level 1) define concepts of digital marketing
- (level 1) point out current issues leading to digital marketing
- (level 4) optimize a firm's marketing strategy through new technologies
- (level 2) cooperate in a team to propose a clear digital marketing strategy

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