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COMM-Y3200

Digital Marketing Management (EN)

année académique
2025-2026
2026-2027

Titulaire(s) du cours

Claude Demazy (Coordonnateur)

Crédits ECTS

5

Langue(s) d'enseignement

français

Contenu du cours

Let’s remind : What is Marketing Segmentation?
What is a Marketing Persona?
Where Does Innovation Come From Today?
Innovation in the 21st Century
What is Digital Marketing?
5A Kotler – Analysis of Customer Attitude in the Digital Age
Why Most Social Media Content Should Not Exist ?
Digital Marketing Strategy (Cédric Cauderlier)
Chapter 1 – The Fundamentals of Digital Strategy
Chapter 2 – How Digital Has Changed Society
Chapter 3 – Impact on Businesses
Chapter 4 – Digital Usage and Technology Adoption
Chapter 6 – Digital Channels
Chapter 7 – Content Strategy

Objectifs (et/ou acquis d'apprentissages spécifiques)

Students will be able to choose their channels depending on their goals. They will be able to discuss with specialists about the digital tools to develop depending on their companies’ vision and products.
Learning objectives:

● At the end of this course, students will be able to:

○ Describe digital marketing tools at disposal
○ Identify the digital marketing channels
○ Choose the tools to apply

Méthodes d'enseignement et activités d'apprentissages

Ex cathedra presentations with interactions with students.  Discussions about their representations of digitalization.  Critical reading of articles.  Research works during the lessons.

Références, bibliographie et lectures recommandées

 Marketing 5.0, Philip Kotler, Hermawan Kartajaya, Iwan Setiawan; Wiley edition, 2021.
La stratégie digitale marketing, ne ratez pas le coche, Cédric Cauderlier, Racine
Turing à la plage, Rachid Guerraoui, Le Nguen Hoang, Dunod, 2020.
Artificial Intelligence, a modern approach, Fourth edition, Tuart Russel, Peter Nornig, Pearson edition, 2022.
Surveillance, Tristan Nitot, Blogollection, 2016.
Livre blanc du marketing digital pour l’immobilier
Agorapulse, étude 2026, Pourquoi la majorité des contenus RS ne devraient pas exister.
Cours de marketing, Claude Demazy, 2026.

Support(s) de cours

  • Université virtuelle

Contribution au profil d'enseignement

Digitalization cannot be bypassed in all matters.  Marketing developed a new vision of working integrating the digital tools and the reactions of customers and stakeholders towards digital era.

Autres renseignements

Contacts

Claude.demazy@condorcet.be

Campus

Charleroi Ville Haute

Evaluation

Méthode(s) d'évaluation

  • Examen écrit

Examen écrit

Exam on Moodle 100%

Langue(s) d'évaluation

  • anglais

Programmes