In a world that’s more and more driven by technology, businesses are constantly facing new opportunities and challenges across different markets and environments. These changes affect all business industries – all of which have turned or are turning to digital technologies to stand out and be seen by the customer. The nature of marketing is changing and so is customer behavior, and that has drastically changed the communication approach of businesses. In this course, we will learn what are the different customer strategies currently happening online and how companies are applying them to address and engage customers in their growth plans. We will also work on a global application to set up and execute a digital marketing strategy that is based on these strategies. We will finally understand the trends shaping the future of digital marketing and how these trends will redefine customer and company behavior online.

Temps présentiel : 17.5 heures

Charge de travail étudiant : 32.5 heures

Méthode(s) d'évaluation : Examen final, Examen partiel, Participation et assiduité, Projets

Référence :
1. The network is your customer by David Rogers 2. Digital marketing strategy – Columbia Business School Executive Education 3. Hootsuite Academy 4. Google Academy 5. Facebook ads manager 6. LinkedIn Forums 7. Twitter advertising 8. Forbes Magazine 9. Digital Marketing Institute 10. Gravitate Design