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Digital Marketing

En pratique

  • Cette unité d'enseignement (UE) articule 1 activité d'apprentissage :
    • Digital marketing
  • En 2026-2027, elle s'organise au premier quadrimestre et couvre 3 crédits (ECTS).
  • L'enseignement est principalement centralisé dans le campus : Campus Guillemins
  • Cette UE est remédiable d'une session à l'autre
  • Modalités d'enseignement
    • Auditoire
    • Groupe classe
    • Sous-groupe

Activité d’apprentissage

Les finalités de l'UE

Provide students with the essential philosophies, practices, and applications of digital marketing.

Les contenus de l'UE

Practical Workshop sessions (blending theory and practice):

  • Introduction to digital marketing
    • Refresh your knowledge of digital marketing fundamentals and kick off the course with interactive exploration and real-world examples.
  • From client brief to digital marketing strategy fundamentals
    • Understand the building blocks of a digital marketing strategy and learn to align digital actions with business and marketing objectives. Collaborate on your 1st digital strategy.
  • AI for marketing aplications - intoduction
    • Explore the potential of AI in marketing by crafting scenarios for AI-based tools.
  • Measuring performance and key metrics
    • Refresh your knowledge and dive into the world of data analysis with a practical session on utilizing Google Analytics 4 & Meta analytics for insights
  • Structure a website and discover Wordpress
    • Refresh your klnowledge of UX design and learn how to use the Wordpress CMS on a case study.
  • SEO/GEO basics and crafting effective content strategy
    • Develop a one month editorial content plan assisyed by AI while delving into SEO/GEO fundamentals.
  • Google advertising 
    • Understand Google Ads campaigns and explore strategies through hands-on workshops.
  • Dive into social media and Meta Business Suite
    • Explore effective social media tactics.
  • E-mail marketing and marketing automation
    • Dive into crafting fictional email marketing flows and campaigns while discussing key concepts.
  • Digital marketing audit
    • Sharpen your strategic thinking and put your knowledge into practice by auditing a brand’s digital presence and making strategic recommendations for improvement.

Les acquis d'apprentissage visés par l'UE

Upon completion of this unit, students will be able to:

  1. Develop a comprehensive digital marketing optimization strategy that aligns with a marketing strategy.
  2. Supervise and guide digital marketing experts, providing recommendations to create an attractive website that drives traffic and converts effectively.
  3. Articulate the value of integrated marketing campaigns across natural and paid search, social media, email, and other digital platforms.
  4. Identify key performance indicators (KPIs) relevant to any digital marketing strategy and evaluate campaign results.
  5. Design, configure and test AI assistants (e.g. custom GPTs, Claude Projects, Gemini Gems) that support digital marketing tasks such as content creation, audience and performance analysis, and reporting, while critically assessing the quality, reliability and ethical implications of their outputs.

Les méthodes d'enseignement-apprentissage

In this course, we adopt a workshop-driven approach that combines theoretical discussions with practical hands-on sessions. These workshops provide an interactive learning experience, and we'll also be joined by external experts for specific topics to enrich your understanding of digital marketing.

Engagement attendu de la part de l'étudiant.e

Active engagement is considered central to success in this course, and the following key behaviors are valued:

  • Participation: Class discussions, workshops, and group activities are expected to be actively participated in by the student. Contributions from the student enrich the dynamic learning environment.
  • Collaboration: Effective collaboration with peers during group tasks is encouraged. Learning from one another fosters a cooperative atmosphere.
  • Critical Thinking: Critical thinking is expected to be applied by the student when analyzing real-world digital marketing scenarios and solving problems collaboratively.
  • Inquisitiveness: The student is encouraged to embrace curiosity by asking questions and seeking clarification on digital marketing topics.
  • Proactive Learning: The student should take the initiative to explore additional resources, industry trends, and emerging technologies in digital marketing.
  • Professionalism: Interactions, including those with external experts, should be conducted with professionalism and respect. The student's conduct reflects positively on both themselves and their fellow students.

Written assignment and deliverables during the digital week and during the session

Cette épreuve présente des modalités spécifiques à la seconde session. Elle est organisée durant la session. Il s'agit d'un travail. Cette épreuve est individuelle et en équipe. Concrètement, l'épreuve repose sur une formulation écrite, une réalisation par mise en pratique. L'épreuve repose sur des réponses longues. Elle se déroule à cours ouvert, avec des documents autorisés. La correction de cette épreuve est assurée par validation d'un.e enseignant.e.

Règles de l’UE

Quels sont les supports et matériels de cours indispensables ?

Supports et matériels de cours

  • Classroom cases or presentations by main teacher + guest speakers
  • Course materials available for download each week (HELMo Learn)
  • Whitepapers on various topics related to digital marketing (HELMo Learn)
  • Free online academies
  • Digital week inspiration sessions

Comment la note globale de l’UE est-elle déterminée ?

Explication de la pondération des différentes épreuves

 

First session: digital week presence and involvment, a digital strategy and digital deliverables submission (instructions and evaluation grid available on HELMo Learn) – 100%
Second session:  a digital strategy and digital deliverables submission (instructions and evaluation grid available on HELMo Learn) – 100%

Students will work to develop a comprehensive digital marketing project based on the product or service they will be assigned at the digital week (or an alternative subject provided by the main teacher if the student is not present for medical reasons or for being involved in the organization of the DW.) 

The 1st session evaluation will consist of creating or writing different deliverables during the digital week and before the exam session (see details on Helmo Learn). These assets will include:

  • a digital presence audit for a brand - 20%
  • A digital marketing strategy for a defined product - 40%
  • A content strategy and 1-month social media content plan - 30%

The presence and involvment at the digital week will represent the remaining 10% of the note. 

The 2nd session evaluation will consist of creating or writing different deliverables before the exam session (see details on Helmo Learn). These assets will include:

  • a digital presence audit for a brand - 30%
  • A digital marketing strategy for a defined product - 40%
  • A content strategy and 1-month social media content plan - 30%

 

Quelles sont les informations administratives de cette UE ?

  • UE prérequises

    Aucune

  • UE corequises

    Aucune

  • Langue d'enseignement

    Français

  • Responsable de cette UE

    JACQUEMART Cyrielle

  • Jury de délibération

  • Identification

    • Code :
    • Cycle : 1er cycle
    • Niveau CEC : 6
    • 44 heures

  • Cursus

    Marketing

  • Enseignants prenant part à cette UE

    Aucune