Visualisation plan de cours
2026 / 2027
EM4W5M08
Marketing Trends & Challenges in a Changing World
Programme
PGE PGE5 Marketing, Brand & Customer Experience
Semestre
A
Coefficient
3
Volume horaire
Face à face : 27 H
Travail personnel indicatif : 54 H
Discipline
Research methodology and project
Nombre de places
45
Cours ouvert aux étudiants visitants
Oui
Langue d'enseignement
Anglais
Responsable
MUELLER
Liste des intervenants
| Intervenant(s) | Volume horaire | ||
|---|---|---|---|
| Dario MUELLER | d.mueller@dariosgroup.com | 27 h CM |
Discipline
Research methodology and project
Descriptif
In today’s rapidly changing business environment, successful marketing requires entrepreneurial thinking, strategic decision-making, and the ability to turn market opportunities into viable business concepts. This course combines marketing strategy with a highly practical entrepreneurial perspective. Students develop their own company and brand, define target customers and positioning, and build an integrated marketing strategy across the customer journey. Through a structured project, students address branding, customer experience, digital advertising, social media, CRM, e-commerce, content marketing, and emerging technologies such as AI. Current trends, changing consumer expectations, and competitive dynamics are continuously translated into strategic business decisions. Particular emphasis is placed on learning by doing. Students think and act like entrepreneurs: allocating resources, developing campaigns, managing customer relationships, selecting channels, and adapting their business to changing market conditions. Ultimately, the course develops the strategic, analytical, creative, and entrepreneurial mindset required to build brands, create customer value, and achieve sustainable growth.
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
Entrepreneuriat / Innovation
Ce cours intègre des contenus relatifs à l'entrepreneuriat et/ou à l'innovation (création d'activité, intrapreneuriat, innovation managériale, technologique ou sociale)
MAC
Optimiser et classer des données/Optimize and organize data
9 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 |
| Evaluate sustainable managerial practices using managerial concepts and instruments as well as digital tools |
| Design solutions adapted to organizational problems by applying relevant methodologies |
Develop advanced managerial skills for responsible leadership |
| Co construct a managerial and organizational culture through collaboration and team projects |
| Recommend critical decision making to drive change in organizations |
| 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 |
Implement responsible management practices reflecting the values of ethics, diversity, and sustainable development |
| Critically assess issues related to diversity, ethics and sustainability in the context of their professional practice |
| Co-create responsible management in professional practice |
Organisation pédagogique
Face-to-face
- LecturesIn group
- Exercises- Oral presentations
- Projects
Objectifs pédagogiques - COGNITIVE DOMAIN
A l'issue du cours, l'étudiant(e) devrait être capable de / d'...
- evaluate the impact of digitalization and artificial intelligence on contemporary marketing strategies
- assess digital customer behavior in dynamic and international market environments
- determine a global digital brand strategy for changing market environments
- assemble an integrated digital campaign concept across relevant customer touchpoints
- formulate a comprehensive digital marketing strategy for a newly created business in a dynamic market environment
- design a customer-oriented growth strategy across relevant digital channels and touchpoints
Objectifs pédagogiques — Objectifs de développement durable (ODD)
ODD portés par la politique RSO de l'EM.
Plan / Sommaire
Session 1 – From Business Idea to Brand & Customer Experience
Course overview
• Objectives & learning outcomes
• Topics & detailed session schedule
• Assessment & group project brief
• Introduction to current marketing trends and challenges
• Entrepreneurial perspective on marketing
• Formation of project teams and management roles
Building the Business & Brand
• Stage 1: Founding the company
o Product category, price positioning & country DNA
o Budget allocation
• Stage 2: Brand name & brand identity
• Stage 3: E-commerce system & digital business model
Designing the Customer Experience
• Stage 4: Category & product management
• Stage 5: Navigation, filters & customer experience
• Stage 6: Product presentation, visual identity & photoshooting
• Stage 7: Target group, segmentation & customer personas
• Stage 8: Brand storytelling & value proposition
In-class project: Development and presentation of the company, brand, target customer and initial customer journey
Session 2 – Digital Marketing Strategy, Communication & Customer Acquisition
From Brand Strategy to Market Communication
• Review of company concepts & strategic positioning
• Current digital marketing trends
• Customer journey & digital touchpoints
• Marketing funnel and conversion logic
Digital Customer Acquisition
• Stage 9: Online Advertising
o SEO & SEA
o Search and display advertising
o Affiliate & performance marketing
o KPIs, conversion & campaign effectiveness
• Stage 10: Social Media Advertising
o Social media strategy
o Influencer marketing
o Relevance, reach, reputation & resonance
o Content, community & engagement
Marketing Strategy Development
• Channel selection & digital marketing mix
• Campaign objectives & resource allocation
• Integration of AI and GenAI into marketing activities
• Development of campaign concepts
In-class project: Development of the digital marketing strategy and customer acquisition campaign for the newly founded company
Session 3 – Customer Relationships, Channels & Future Growth
Customer Development & Retention
• Stage 11: Customer Relationship Management
o Customer acquisition, retention & loyalty
o Customer Lifetime Value
o Personalization & customer data
Managing the Digital Business
• Stage 12: Legal framework of the digital marketing presence
• Stage 13: Online marketplaces & platform strategy
• Stage 14: E-commerce logistics, packaging & customer experience
• Stage 15: Mobile Commerce & App concepts
Content, Growth & Future Marketing
• Stage 16: Content Marketing
o Content strategy & brand relevance
o SEO/GEO and future search behavior
o Social and cross-channel synergies
• AI, GenAI & emerging marketing trends
• Growth opportunities and scalability
• Sustainable competitive advantage
Final in-class project: Completion and presentation of an integrated marketing strategy covering brand, customer, communication, channels and growth
Course overview
• Objectives & learning outcomes
• Topics & detailed session schedule
• Assessment & group project brief
• Introduction to current marketing trends and challenges
• Entrepreneurial perspective on marketing
• Formation of project teams and management roles
Building the Business & Brand
• Stage 1: Founding the company
o Product category, price positioning & country DNA
o Budget allocation
• Stage 2: Brand name & brand identity
• Stage 3: E-commerce system & digital business model
Designing the Customer Experience
• Stage 4: Category & product management
• Stage 5: Navigation, filters & customer experience
• Stage 6: Product presentation, visual identity & photoshooting
• Stage 7: Target group, segmentation & customer personas
• Stage 8: Brand storytelling & value proposition
In-class project: Development and presentation of the company, brand, target customer and initial customer journey
Session 2 – Digital Marketing Strategy, Communication & Customer Acquisition
From Brand Strategy to Market Communication
• Review of company concepts & strategic positioning
• Current digital marketing trends
• Customer journey & digital touchpoints
• Marketing funnel and conversion logic
Digital Customer Acquisition
• Stage 9: Online Advertising
o SEO & SEA
o Search and display advertising
o Affiliate & performance marketing
o KPIs, conversion & campaign effectiveness
• Stage 10: Social Media Advertising
o Social media strategy
o Influencer marketing
o Relevance, reach, reputation & resonance
o Content, community & engagement
Marketing Strategy Development
• Channel selection & digital marketing mix
• Campaign objectives & resource allocation
• Integration of AI and GenAI into marketing activities
• Development of campaign concepts
In-class project: Development of the digital marketing strategy and customer acquisition campaign for the newly founded company
Session 3 – Customer Relationships, Channels & Future Growth
Customer Development & Retention
• Stage 11: Customer Relationship Management
o Customer acquisition, retention & loyalty
o Customer Lifetime Value
o Personalization & customer data
Managing the Digital Business
• Stage 12: Legal framework of the digital marketing presence
• Stage 13: Online marketplaces & platform strategy
• Stage 14: E-commerce logistics, packaging & customer experience
• Stage 15: Mobile Commerce & App concepts
Content, Growth & Future Marketing
• Stage 16: Content Marketing
o Content strategy & brand relevance
o SEO/GEO and future search behavior
o Social and cross-channel synergies
• AI, GenAI & emerging marketing trends
• Growth opportunities and scalability
• Sustainable competitive advantage
Final in-class project: Completion and presentation of an integrated marketing strategy covering brand, customer, communication, channels and growth
Supports pédagogiques
Mandatory tools for the course
- Computer- Calculator
- Mandatory textbook/book :
Documents in all formats
- Case studies/texts- Syllabus
Moodle platform
- Upload of class documents- Interface to submit coursework
Generative AI Tool(s)
- ChatGPT- Claude
Comment l’IA générative est utilisée dans ce cours
For designin a integrated marketing strategy.
For designin a integrated marketing strategy.
Manuels/ouvrages obligatoires
• KAUSHIK, A. (2010): Web Analytics 2.0, Indianapolis.• MOHR, P./STADE, M. (2025): Google Analytics 4 für Dummies, Weinheim.
• VOLLMERT, M. (2025): Google Analytics 4 – Das umfassende Handbuch, Bonn.
• MILLER, K.M./SCHMITT, J./SKIERA, B. (2024): The Impact of the General Data Protection Regulation (GDPR) on Online Usage Behavior, arXiv:2411.11589.
• ERLHOFER, S (2020): Suchmaschinen-Optimierung : Das umfassende Handbuch, Bonn.
• PELZER, G; GERIGK, D (2019): Google Ads: Das umfassende Handbuch, Bonn.
• VON HEEREN, R.: Das Web Analytics Praxisbuch: Einstieg in die professionelle Web-Analyse mit Google Analytics, Nürnberg.
• Han, Y. J., Nunes, J. C., & Drèze, X. (2010a). Signaling Status with Luxury Goods: The Role of Brand Prominence. Journal of Marketing, 74(4):1547-7185, 17. https://doi.org/DOI:10.1509/jmkg.74.4.15
Adossement à la recherche
Ce cours est adossé à la recherche.
- Research-led (par les contenus)Le cours mobilise des connaissances issues de la recherche académique récente.
Modalités d'évaluation
Liste des modalités d'évaluation
Evaluation intermédiaire / contrôle continu 1
during all classes
Compétence mesurée
Non renseignée
Evaluation intermédiaire / contrôle continu 2
During lectures
Compétence mesurée
Non renseignée
Evaluation intermédiaire / contrôle continu 3
Dernière séance
Compétence mesurée
Non renseignée
Evaluation finale 4
Dernière séance
Compétence mesurée
Non renseignée
Seconde chance
Dernière séance
Compétence mesurée
Non renseignée