O7IM 2310A - Applied Digital Marketing in the Era of Purpose

This course will aim to connect core marketing concepts to real life brand challenges through case studies and external speakers. Whether emerging or established, brands have an increasing amount of touchpoints with their audiences which requires marketers to continuously understand the impact of the digital transformation of business on customer relationships as well as an adapt to an array of new disciplines: growth marketing, social media marketing, storytelling, brand content, AI and neuroscience.
This course is for all students curious to understand why brands matter, and how they engage with consumers in an era of decreasing attention.

Carole ZIBI

Enseignement électif

English

12 seminars of two hours each (24 hours). Credits: 4.

None

Spring 2024-2025

As part of the program, students will be evaluated on: individual class participation (20%), group presentation (40%) and two individual exercises (40%).

After a first couple of sessions to refresh on marketing fundamentals (phase 1), we will look to investigate what love brands do well by listening to diverse marketing experts, entrepreneurs, creative thinkers or strategic planners. They will share their learnings, doubts and certainties, as well as address any pragmatic questions students may have (phase 2)..
In phase 3 students will work on a social media brand case study as well as individual case studies.
Finally students will be asked to form small groups for a “Creative/Marketing Lab” on a brand which needs more Innovation and reconnection with their consumer audience.