digital marketing and communication specialisation - 2019

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

Digital Marketing and Communication Specialisation - 2019

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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


4. Programme outline

There are 6 modules in the programme:


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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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


Each subject in the Digital Marketing and Communication specialisation has a full syllabus which students can


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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


Each subject in the Digital Marketing and Communication specialisation has a full syllabus which students can


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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


http://www.coface.com/

http://www.inpi.fr/

http://oami.europa.eu/ows/rw/pages/index.fr.do

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.

[email protected]

Tel : +33 559 92 33 29


mailto:[email protected]



digital marketing and communication specialisation - 2019

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