Visualisation plan de cours
2026 / 2027
EM4W5M09
Digital Value Creation: Strategies for Success
Programme
PGE PGE5 Marketing, Brand & Customer Experience
Semestre
B
Coefficient
3
Volume horaire
Face à face : 25 H
Travail personnel indicatif : 50 H
Discipline
Marketing
Nombre de places
45
Cours ouvert aux étudiants visitants
Oui
Langue d'enseignement
Anglais
Responsable
LASKI
Liste des intervenants
| Intervenant(s) | Volume horaire | ||
|---|---|---|---|
| Julien MAILLARD | julien.maillard@unistra.fr | 12 h CM | |
| Aurélie LASKI | laski@unistra.fr | 13 h CM |
Discipline
Marketing
Descriptif
Digital Value Creation: Strategies for Success is a course designed to explore how organizations can generate, capture, and sustain value in the digital age. It examines the foundations of digital business models, the impact of data, platforms, and emerging technologies, and the transformation of customer journeys and brand strategies. Through case studies, simulations, and hands-on projects, students will learn how digital ecosystems reshape competition, how innovation can be managed in both startups and large organizations, and how to align business goals with digital tools. The course combines strategic insights with practical applications, equipping participants to design and implement effective digital value creation strategies for long-term success.
Intelligence artificielle
Ce cours intègre des contenus relatifs à l'intelligence artificielle (concepts, enjeux, applications, méthodes ou impacts de l'IA), au-delà de la simple utilisation d'outils d'IA comme support pédagogique
MAC
Co-concevoir des solutions managériales pour un objectif durable/Co-design managerial solutions to achieve sustainable o
6 ECTS
Contribution pédagogique du cours au programme
Develop impactful management using the latest knowledge and tools in the fields of management |
|---|
| Determine a strategic and managerial vision in a complex, uncertain and changing environment |
| Design solutions adapted to organizational problems by applying relevant methodologies |
Develop advanced managerial skills for responsible leadership |
| Defend own ideas effectively, both orally and in writing, with a professional attitude |
| Adopt a responsible leadership attitude by taking an active role in one's own development and that of one's teams |
Organisation pédagogique
Face-to-face
- LecturesIn group
- Exercises- Oral presentations
- Case studies/texts
Interaction
- Discussions/debatesObjectifs pédagogiques - COGNITIVE DOMAIN
A l'issue du cours, l'étudiant(e) devrait être capable de / d'...
- break down classic advertising mechanisms and changes brought by digital advertising.
- evaluate the impact of data, platforms, and emerging technologies on organizational performance
- assess the evolution of marketing techniques
- design a digital customer journey strategy adapted to brand and market challenges
- develop a digital value creation strategy aligned with business objectives and the digital ecosystem
Objectifs pédagogiques - AFFECTIVE DOMAIN
A l'issue du cours, l'étudiant(e) devrait être capable de / d'...
- explain agile methods
- analyze what managing innovation in large organizations entails
- question Impact of digital technology on behaviour
Objectifs pédagogiques — Objectifs de développement durable (ODD)
ODD portés par la politique RSO de l'EM.
Plan / Sommaire
Session 1 (3h) CR – Understanding Digital Value & Business Models
What is digital value?
Introduction to the phygital model
Session 2 & 3 (6 h )AL – Managing Innovation in Large Organizations
Innovation management in established firms
Session 4 & 5 (6h) AL Agile methods and Product Owner roles
Simulation exercise: from problem to MVP
Group feedback and discussion
Session 6 & 7 (6h) JM – Digital Ecosystems & Strategic Models
Classic advertising mechanisms vs. digital disruption
Channels, analytics, and data-driven audience access
Digital advertising models: programmatic, targeting, and the cookie value chain
Adtech ecosystem
Session 8&9 (6h) JM – Consumer Behavior & Brand Evolution in the Digital Age
Impact of digital technology on values, transparency, and horizontality
Brands as a medium
Ecosystems: GAFA, open vs. closed strategies
Google’s service strategy, ID war, and the death of third-party cookies
Rise of retail media
CRM, Regulation & New Frontiers
CRM and customer value: towards 360° (CMP)
GDPR and regulatory challenges
Television’s response: audience qualification and targeting
Artificial intelligence in marketing and transformation
What is digital value?
Introduction to the phygital model
Session 2 & 3 (6 h )AL – Managing Innovation in Large Organizations
Innovation management in established firms
Session 4 & 5 (6h) AL Agile methods and Product Owner roles
Simulation exercise: from problem to MVP
Group feedback and discussion
Session 6 & 7 (6h) JM – Digital Ecosystems & Strategic Models
Classic advertising mechanisms vs. digital disruption
Channels, analytics, and data-driven audience access
Digital advertising models: programmatic, targeting, and the cookie value chain
Adtech ecosystem
Session 8&9 (6h) JM – Consumer Behavior & Brand Evolution in the Digital Age
Impact of digital technology on values, transparency, and horizontality
Brands as a medium
Ecosystems: GAFA, open vs. closed strategies
Google’s service strategy, ID war, and the death of third-party cookies
Rise of retail media
CRM, Regulation & New Frontiers
CRM and customer value: towards 360° (CMP)
GDPR and regulatory challenges
Television’s response: audience qualification and targeting
Artificial intelligence in marketing and transformation
Prérequis nécessaires
Connaissances en / Notions clés à maîtriser
marketing basicsSupports pédagogiques
Documents in all formats
- Case studies/texts- Syllabus
Modalités d'évaluation
Liste des modalités d'évaluation
Evaluation intermédiaire / contrôle continu 1
during sessions
Compétence mesurée
ILO3.3-BAI, ILO4.4-BAI, ILO1.1-PGE, ILO1.3-PGE, ILO2.3-PGE, ILO2.4-PGE
Evaluation finale 2
Semaine d'examens
Compétence mesurée
Non renseignée
Seconde chance
Semaine d'examens
Compétence mesurée
Non renseignée