Web strategy and organizational Performance


This course aims to provide students with the theoretical (concepts and methodologies) and operational (empirical knowledge and practical exercises) foundations necessary to design a successful website that integrates seamlessly with the company's strategy and considers existing processes while propelling the company into the economy of tomorrow.

Teaching and Learning Methods: 
  • The course sessions will be structured in such a way as to develop both the conceptual and methodological foundations and the practical/empirical approach to the theme.
  • The lectures will be punctuated by practical exercises in groups and individually, and will be complemented by readings and a group project to be presented in the last class.

Course Policies: Attendance and punctuality at all course sessions are mandatory.

  • Book: KOTLER P., KARTAJAYA H., SETIAWAN I. Marketing 4.0: Moving from Traditional to Digital. John Wiley & Sons, 2016, 208p.
  • Book: KINGSNORTH S. Digital Marketing Strategy: An Integrated Approach to Online Marketing. 3rd edition, Kogan Page, 2019, 384p.

Other readings and videos will be highlighted during the course and on Moodle.




In a world that is more connected than ever, digital marketing, and in particular online marketing and web strategy, are at the heart of strategic business concerns.

Responding to customer needs, building a clear relationship based on conversation and anticipation of needs, and developing an effective web strategy that leverages the technology-product-customer experience tripartite is now more critical than ever for any organization that wants to stay ahead of the curve.

This course proposes to address the main facets of an effective and structured web strategy that considers the technical constraints in which companies evolve, the expectations of the markets as well as considering the new behaviours of our prospects and customers.

The fundamentals of the web and mobile will be covered to acquire practical competence in the subject.

The examples and cases chosen for the course, all based on real experience will illustrate, reinforce or apply the fundamental concepts of web marketing.

Learning Outcomes:

After attending this course, students should be able to:

  • LO1: Understand the specificities of a web strategy
  • LO2: Know the operational and measurement tools associated with a web strategy

Specifically, participants should be able to:

  • LO3: To analyze the strengths of an existing website and web strategy and define improvements in terms of architecture, ergonomics, design and semantic performance (content, referencing, etc....)
  • LO4: To define, implement and maintain a website and the strategic and technical developments to anticipate.

Nb hours: 21,00


  • Individual Continuous Assessment (10% of the final grade) - QLect and reading commentary LO1 - LO2 (LO= Learning Outcome)
  • Continuous assessment group

    • (20% of the final grade) - case presentations and exercises BOT (15min) LO1 – LO2
    • (20% of the final grade) - case presentations and exercises BOT (75min) LO3 – LO4
  • Final Exam (50% of the final grade) - time-limited homework outside of class (90min) LO1 – LO2 – LO3 – LO4