Digital Marketing

This course discusses the importance of digital CRM and e-marketing for companies that operate internationally and presents the different e-marketing tactics and features of digital CRM with an application on digital CRM software.

Part 1: Theoretical foundations:
Chapter 1: Digital Marketing: Concepts, Strategies and Tactics
Chapter 2: Digital content: tactics and tools used internationally  
Chapter 3: International Digital CRM

Part 2: Practical application on Odoo CRM software with a case of an international company

- Understand how international e-marketing works

- Master the different tools and tactics of content e-marketing that can be used internationally

- Manage a digital CRM process internationally

- Understand the link between e-marketing and digital CRM internationally

- Dave Chaffey, digital Marketing, 2019, 7ème édition, Pearson, France
- Danny Condecido, Digital CRM | Customer Relationship Management: Winning in the Age of Savvy Customers, 2019, Write Editions
- Simon Kingsnorth, Digital Marketing Strategy: An Integrated Approach to Online Marketing, 2019,2sd édition, Pearson
- Stenger T., Bourliataux-Lajoinie (2014), E-marketing et E-commerce – Concepts, outils, pratiques, Dunod, coll. « Management Sup », 2e Ed.