digital marketing and communication specialisation - 2019
TRANSCRIPT
Course Leader: Michele AMBAYE [email protected]
Digital Marketing and Communication
Specialisation - 2019
Overall Syllabus
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TABLE OF CONTENTS
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Programme Objectives
Responding to market needs
Skills and career perspectives
Programme outline
Programme relevance and teaching schedule
Teaching methods
Assessment
Outline of modules
Recommended reading
Course Leader’s profile
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1. Programme Objectives
A Marketing team needs to be able to analyse its market and understand consumers’ needs. Today digital tools
are part and parcel of all Marketing activity. They contribute to a better understanding of consumer behaviour and
help businesses communicate with them so that they can target consumers more efficiently.
In a national and international context, markets are becoming more competitive and complex and consumers are
becoming more knowledgeable and demanding. Companies need to be able to understand this and react in the
appropriate manner by analysing data for the short, medium and long term. With this in mind, the subjects
covered in this programme will enable students to achieve a good grounding in understanding the theories and
the practices of digital marketing strategies.
The course is comprised of the following modules:
1. DIGITAL 2 (DIGITAL 1 is covered in the ‘Spe1’ Marketing Specialisation – but is not necessarily a prerequisite for this module)
2. DIGITAL 3 (DIGITAL 1 is covered in the ‘Spe1’ Marketing Specialisation – but is not necessarily a prerequisite for this module)
3. MANAGING COMMUNICATION
4. COMMUNICATION 2 (Communication 1 is covered in the ‘Spe1’ Marketing Specialisation – but is not necessarily a prerequisite for this module)
5. OPERATIONAL MARKETING 2 (Operational Marketing 1 is covered in the ‘Spe1’ Marketing Specialisation – not a prerequisite for this module)
6. INTERNATIONAL BUSINESS PROJECT
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2. Responding to market needs
Companies require managers, who are able to analyse and understand consumers’ needs, to be able to put into place
the correct marketing strategy based on digital interactive media.
Whether it be in B2B or B2C, companies today need marketing professionals who are capable of understanding the
whole product life cycle, from concept to consumer. Companies are becoming more and more multi-channel and
using digital media to target consumers more efficiently.
There is a need for copmpanies to develop strategically in sales, management, marketing and finance using digital
tools.
Therefore there is a need to train managers in these fields who will be capable of understanding the global
complexities and be able to use digital media to help grow their businesses nationally and internationally.
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3. Skills and professional opportunities
Learning outcomes:
• To be able to analyse national and international markets
and the exisiting competition
• To be able to select sales and marketing strategies and
identify the necessary actions to be able meet their
objectives
• To be able to study and understand consumers’ needs
• To be able to make justified decisions for business
development and identify appropriate digital media
To enable the students to do this, they will have to:
Carry out market research, desk research, write reports
in English, either independently or as a group.
Participate actively in class in English
Carry out a personal research project
At the end of the specialisation, the students should be able to
apply for the following types of positions:
Customer Service Manager
Account manager
Marketing Consultant
Web Marketing Manager
Community Manager
Marketing Manager
Brand Manager
Export Manager
Market Research Executive
Product Manager
International Sales Manager
Own-Brand Development Manager
Project Manager
Advertising Executive
Business Development Manager
Digital Marketing and Communication Specialisation - 2019
4. Programme outline
There are 6 modules in the programme:
Digital Marketing and Communication Specialisation - 2019
Modules Courses Hours ECTS
DIGITAL 2 Digital Marketing Eng
27
5
3
DIGITAL 3 Web design Eng 30 5
MANAGING COMMUNICATION
Communication de crise Fr
9
5 6
Community Management Eng 15
COMMUNICATION 2 Culture & Communication Fr 15
4
Customer Integration Eng 15
OPERATIONAL MARKETING 2 Panels Eng 15
4
Negotiation Eng 15
INTERNATIONAL BUSINESS PROJECT International Business Project Eng 30 4
180 27
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5. Programme relevance and teaching schedule
An overall presentation of the specialisation will be given at the beginning of the programme in
September:
• The Digital Marketing and Communication Specialisation and its objectives
• Class preparation, case studies and assessment
• Questions and answers
• A short discussion about students’ needs and expectations
Strategic dimension:
A good marketing strategy requires a solid understanding of the tools and theories that are available to be able to have a good
overall view of the market situation, its customers and consumers. It is necessary to be able to take stock, research and then put
in place short, medium and long term goals. It is also important to be able to present, negotiate and communicate ideas, actions,
products and services. By understanding the strategies behind each marketing tool, especially the digital tools, this can greatly
help a marketing team achieve their objectives.
Operational dimension:
To enable students to be capable of achieving the required skills in Digital Marketing and Comunication, the course applies
theory and practice to enable students to get hands-on experience individually or in teams. By encouraging an open mind, the
professors and visiting consultants, with a wide variety of backgrounds and nationalities, accompany students to explore the
digital world from many angles. As well as real case studies and exercises, they also have the opportunity to work with
companies to help find solutions - a case in point being the ‘International Business Project’.
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6. Teaching methods
All of the classes in this specialisation follow 3 particular teaching methods:
Experimental:
Tools and techniques presented and tested in class.
Case studies:
Written and oral exercises are given to students to enable them to
experience and better learn the theory explained in class.
Theoretical and practical:
Presentation of the conceptual models and theory relating to digital
marketing.
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7. Assessment
The assessment for the Digital Marketing and Communication Specialisation is based on coursework and
individual exams, which can be in several forms. These can be entirely individual or groupwork, depending on the
objectives of the module.
In general, the assessment allows the identification of 3 elements: knowledge, know-how, and behaviour. This is
assessed in each module, usually comprising 50% coursework and 50% exam:
Coursework
Coursework is carried out during a module and can be in several formats: MCQ, presentations, exercises, reports etc.
Final Exam
The final exam is a 2 hour written exam for every module of 30 hours.
50% 50%
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8. Outline of Modules :
Each subject in the Digital Marketing and Communication specialisation has a full syllabus which the students can
consult. Below is a brief description of each module:
Module 1 : DIGITAL 2
Digital Marketing (English)
Students will work on a digital marketing project with a
consultant who runs a digital marketing business (an ex-
student from ESC Pau Business School). This project is about
real issues that companies offer for students to work on. It runs
throughout the 3 months of the first semester and finishes with
a presentation in front of company directors.
Module 2: DIGITAL 3
Designing a website (English)
Over the 3 months of the specialisation, students will learn how
to design and create their own website from A-Z and put it
online for a few weeks at the end of the course.
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8. Outline of Modules :
Crisis Communication (French)
With instant communication today, issues and rumours on
social media and the internet can easily damage
businesses. Students will learn how to manage brand image
in times of a crisis.
Community Management (English)
Students will work on managing different social media for
communication and promotion purposes. They will gain a
better understanding of the professional tools for different
social media.
Culture and Communication (French)
Students will learn to think ‘outside the box’ and study different
situations and subjects to get them to reflect on different
solutions and ideas that are creative and disruptive.
Customer Integration (English)
Students will understand how to include customers in brand
development at all levels to increase the loyalty and
sustainablity.
Module 3: MANAGING COMMUNICATION Module 4 : COMMUNICATION 2
Digital Marketing and Communication Specialisation - 2019
Each subject in the Digital Marketing and Communication specialisation has a full syllabus which students can
consult. Below is a brief description of each module:
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8. Outline of Modules :
Market Research Panels (English)
Students will learn different market research techniques
through real case studies of well-known brands with a
specialist from one of the top European market research
companies, Nielsen.
International Negotiation (English)
The students will work on understanding different cultures
and approaches when it comes to negotiatiing in a foreign
setting.
International Business Project (English)
Several companies offer projects with an international sales or
marketing issue for students to work on. The students will work on
this throughout the 3 months of the semester and will need to
provide a solution at the end of the semester. A formal sales
presentation with well prepared ideas and suggestions in front of
the companies will take place at the end of the module.
Module 5:
OPERATIONAL MARKETING
Module 6 :
INTERNATIONAL BUSINESS PROJECT
Digital Marketing and Communication Specialisation - 2019
Each subject in the Digital Marketing and Communication specialisation has a full syllabus which students can
consult. Below is a brief description of each module:
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9. Recommended Reading
Chaffey D., (2019), Digital Marketing, Pearson, UK.
Dodson, I,., (2016), The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted and Measurable Online Campaigns,
Wiley, UK.
Hofstede, (2010), G.J., ‘Cultures and Organisations, Software of the Mind’, McGraw Hill, UK.
Hollensen, S. (2016), ‘Essentials of Global Marketing - 2/E’, Publisher: Prentice Hall, UK.
Keegan, W . J . & Green, M. C., (2013), Global Marketing, 7th Edition, Global Edition, Pearson, UK
Kotler, P.; Keller, (2016) Marketing Management, 14e Edition. Pearson, Eco Gestion.
Usunier, J.C. & Lee, J. (2016), Marketing Across Cultures, Prentice Hall,
Websites :
COFACE website: www.coface.com
INPI (Institut national de la propriété intellectuelle) http://www.inpi.fr/
OHMI (Office de l’harmonisation dans le marché intérieur) http://oami.europa.eu/ows/rw/pages/index.fr.do
OMPI (Organisation mondiale de la propriété intellectuelle) http://www.wipo.int/portal/index.html.fr
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10. Course Leader
Dr. Michele AMBAYE is a Marketing Professor at ESC Pau
Business School (France). She is British and has a PhD in E-
Commerce (Consumer Behaviour on the Internet). Following
15 years as a Product Manager, then as a Marketing Director
in the Clothing industry across Europe and North Africa, she
has taught in French business schools for the last 10 years.
Her research is focused mainly on consumer behaviour for
sensory products, such as wine and fashion. She has more
recently become interested in the tourism sector.
Tel : +33 559 92 33 29
Digital Marketing and Communication Specialisation - 2019