Course Description
The marketing challenges of tomorrow will consist in understanding digital marketing and the omnichannel approach to make the decisions that will capture value from your customers and create value for your company. In this specialisation, you will find out what digital marketing is in a customer centric perspective as well as how to implement an omnichannel strategy to manage a growing digital culture. You will focus on developping and implementing tools to improve the consumer experience and increase your sales. Last but not least, you will deal with applying creativity to innovate when defining meaningful and useful metrics.
PROGRAMM
Master 1
FIRST SEMESTER
MANDATORY
- Digital Marketing Strategy
- Consumer psychology & behavior in digital era
- Digital communication
- Customer Experience Management (CEM/CXM) and Omnichannel strategy
- Marketing design for augmented and virtual reality
- Community management and Social media strategy & optimisation (SMO)
- Online Marketing Research Methods
- Research methodology
OTHER SKILLS
- Power platform by Microsoft
- Soft skills
SECOND SEMESTER
MANDATORY
- Marketing Challenge
- Pricing and customer value
- Storytelling in the digital era
- Mobile strategy
- Introduction of digitals metrics
- Graphic and web design & Brand Communication
- Gamification in marketing
- Research methods in Marketing
TWO ELECTIVE COURSES
- Advanced digital metrics
- Digital marketing law
- Aviation: Understanding the challenges of the aviation industry
- Luxury Attitude (certificate)
- CRM and big data
- Sustainability in the Tourism Industry
Master 2
FIRST SEMESTER
- Strategic Management
- Strategic Finance
- Strategic Marketing
- Decision & Game Theory
- Management control
- Sales & relations strategies
- Purchase & Supply chain
- HR and diversity Management
- Module Soft skills
- English for Business 1 or FLE
SECOND SEMESTER
SUSTAINABLE MANAGEMENT
Mandatory
- Marketing for alternative organisations
- Cross-cultural negotiations
One elective course
- Critical Management and Alternative Organisations
- Diversity marketing & communication
- Business & Society
- Entrepreneurship and systemic change
DIGITAL ECONOMY COURSE
Mandatory
- Blockchain for marketing & sales
- Mark’Strat
One elective course
- Sharing economy & digital culture
- Digital change management
- Digital Business Model
- Advanced Excel for Business
SPECIALISATION COURSES AND OTHER SKILLS
Mandatory
- Sector Marketing
- International Entrepreneurship Week
- Power platform by Microsoft
- English for Business 2 or FLE
Course Info
- Category Master
- Duration: 1-2 year