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KMKG 2500A - Digital Business Strategy

Type d'enseignement : Seminar

Semester : Autumn 2018-2019

Number of hours : 24

Language of tuition : English


As this course is taught at the graduate level, students are expected to have a strong understanding of marketing communication basics, including consumer behavior, market research, advertising, 4Ps, etc. In addition, students require a good understanding of English, both written and oral, in addition to a healthy interest in digital and web subjects.

Course Description

As a result of this class, students will gain an overview of all current aspects of digital business impacting consumers and companies alike. The course will be a dual approach of in-class lectures augmented with three major case studies focused on deeper understanding and real application of digital marketing to satisfy consumer needs and solve business challenges. While the breadth of content will cross technology, websites, search engines, mobile marketing, ecommerce, social, etc. the instruction will come from a practitioners' point of view, leveraging over 20 years of digital marketing and sales experience across all major industries working on a global scale.


BURNS, Shawn (Senior vice president Web and Digital Marketing)

Pedagogical format

This course will follow a North American teaching approach to digital business, meaning a heavier focus on the case work in lieu of lectures. The style and expectation is that students become hands on with Digital Business and practice what they learn as part of the class.

Course validation

Students will evaluated on three grades throughout the course with a final class grade representing a composite of these scores (weighting included below): 1) Individual Project (40%): Students will be asked to submit a written report to one of the digital marketing case studies. 2) Group Project (40%): Students will be asked to prepare, as a team, a response to one of the digital marketing case studies and present it to the class. 3) Oral Presentation (20%): Students will individually tasked with a short oral presentation to the rest of the class on either a chapter of the text book or a current digital marketing news item.


Students will be expected to read the cases studies, reading assignments and the textbook in order to prepare the three assignments outlined above: Individual case, Team case and oral presentation.

Required reading

Internet Marketing Essentials: A Comprehensive Digital Marketing Textbook: Larson, Draper, March 2015. Digital marketing textbook covering the fast-paced online marketing industry written by a Ph.D. from Wharton and a leading internet marketing agency owner