Delivering Values in the Digital Age


PGE 3A - Operational and Strategic Marketing (SOMKT)
Digital Marketing
Contact hours
27 H
Number of spots
Open to visitors

Pedagogical contribution of the course to the program

Développer un management à impact grâce aux connaissances et aux outils les plus récents dans les domaines du management

Design solutions adapted to organizational problems by applying relevant methodologies

Développer des compétences managériales de niveau avancé se traduisant par un leadership responsable

Effectively argue his ideas orally and in writing with a professional posture
Adopt a responsible leadership posture by being an actor in its own development and that of its teams

Pratiquer un management à impact dans un environnement multiculturel et international, porté par un "European mindset"

Communicate in a professional context in (foreign) languages, in writing and/or orally


We live in the age of digital technology and its impact can no longer be overseen. Internet has been changing our perceptions, attitudes, and habits. Both consumers and companies have to consider the emerging and dynamic online landscape and to adapt to its requirements. In this course we will analyze and discuss in which way the technology-mediated relationships and cutting edge digital tools can bring value to all the taking parties. Students will be required to accomplish a series of individual and group projects in order to operationalize the learnt material.

Teaching methods


- Lectures

In group

- Exercises
- Oral presentations
- Projects


- Discussions/debates


No items in this list have been checked.

Learning objectives

Cognitive domain

Upon completion of this course, students should be able to
  • - (level 1) Define the concept of value
  • - (level 1) Identify the stakeholders and the possible solutions to deliver the value to the stakeholders
  • - (level 2) Discuss the solutions to create and deliver value within the digital environment
  • - (level 4) Analyze the best managerial practices and fails in using digital technology
  • - (level 4) Analyze a tool of value creation: brand community

Affective domain

Upon completion of this course, students should be able to
None affective domain have been associated with this course yet


09/09 Introduction to UX & Usability, Presentation of the project, Group creation, Interview protocole creation (in groups) 23/09 Presentation of the mind maps (interview results), Design thinking day, Listing of the pain points. 26/09 Presentation of the Usability criteria. 12/10 15 minute multiple choice test on the usability criteria (graded, 1/3rd of the final grade) App design day (creation of a few screens) 24/10 Presentation of Usability tests, Preparation of the usability test protocole (in groups) 07/11 Group presentation (graded, 2/3rd of the final grade)

No prerequisite has been provided

Knowledge in / Key concepts to master

No prerequisite has been provided.

Teaching material

Mandatory tools for the course

- Computer

Documents in all formats

- Case studies/texts

Moodle platform

No items in this list have been checked.


No items in this list have been checked.

Additional electronic platforms

No items in this list have been checked.

Recommended reading

Chaffey, D., Smith, P. R., & Smith, P. R. (2012). eMarketing eXcellence: Planning and optimizing your digital marketing. Routledge Muniz, A. M., & O'guinn, T. C. (2001). Brand community. Journal of consumer research, 27(4), 412-432. Kozinets, R. V. (2009), Netnography: Doing Ethnographic Research Online

No reading material has been provided.

EM Research: Be sure to mobilize at least one resource

Textbooks, case studies, translated material, etc. can be entered
Pallud, J., & Straub, D. W. (2014). Effective website design for experience-influenced environments: The case of high culture museums. Information & Management, 51(3), 359-373. Plotkina, D., & Munzel, A. (2016). Delight the experts, but never dissatisfy your customers! A multi-category study on the effects of online review source on intention to buy a new product. Journal of Retailing and Consumer Services, 29, 1-11.


List of assessment methods

No assessment methods have been attributed to this course yet.