MSc in Marketing students learn about Digital Strategy with IUM visiting professor, Philippe Deltenre


Digital Strategy - MSc in Marketing - Philippe DeltenreThis month, the MSc in Marketing students welcome Mr. Deltenre, who is active in the digital world since 1999. He is currently the Digital Strategy Director of the Belgian branch of IPG Mediabrands, a leading media agency with 8500 employees worldwide. He works for IPG Belgium main clients (Coca-cola, Belgian National lottery, BMW,…) and he participates in all important agency pitches. He also focuses on trendwatching. Besides Mediabrands, he also has his own consultancy and training activities.


In your opinion, what is the most important added value of having a professional teaching students?

There is nothing like real cases to learn how to apply a theory. It is also very interesting for the students to learn from the mistakes of the professionals. In the digital area, there are a lot of theories and mantras. Working with an expert active with real clients helps to anchor the theory in real business considerations.

In your opinion why is it still important to have a master degree today?

It is important to have a master to attract the recruiters attention. It has also a real benefit in terms of network creation. I’m also teaching in a master in Belgium and I alreay recruited more than 10 of my alumnis.

What are you teaching and why is it very important for IUM students?

I’m teaching Digital Strategy. We are in a world where everything embeds digital. Strategic wise today, it’s often the understanding of the digital ecosystems that makes the difference.

Why would you hire an IUM student?

Because they are able to work from a business case and go immediatly beyond the theory. They are able to modelize and adapt business models to reality. They are also able to work in an international environment and adapt to different cultures.

What is the most important advice you can give to our students?

Network! Meet professionals. Use social networks to understand their specific culture, chose an area of expertise and blog/tweet/write about it… And, most of all, enjoy your student time!


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