Course
Digital Business

  • Level: Master 1
  • Period: Semester 2
  • Language: English
  • Credits: 3 ECTS
  • Teacher/Coordinator: Marc-Antoine D’Hulst

Main Objectives

Understand the digital world : changes and issues
Gain knowledge of how E-commerce and Digital Marketing work (levers and tools)
Perceive the importance of datas, performance indicators and analysis tools
Understand the evolution of the customer relationship

Skills Developed

  • Analysis of a digital and business strategy (tools, contents, UX Design and datas)
  • Master stages of digital business and understand the particular features
  • Succeed a targeted digital campaign
  • Optimize the reference traffic flows and the on-line sales

 

General Content

The digital world
Key figures, consumers behaviours, jobs and vocabulary

On-line business
Trading practices, operating mode, tools and developments

Digital Marketing
Strategies, issues, Inbound & Outbound Marketing, User eXperience (UX) Design, Social Networks and SMO (Social Media Optimization), contents management, SEO (Search Engine Optimization) and SEA (Search Engine Advertising)

Data
Data acquisition chain, Key Performance Indicators and reference traffic flows optimization

Consumer service
New expectations, consumer supports and digital contents, risks and benefits

 

Evaluation

Online multiple choice or true/false quizzes on best practices
Workshop and oral presentation on a digital strategy for launching an E-commerce website

Contact

Marc-Antoine D'Hulst
Professor
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