HEC-Ecole de gestion de l'Université de Liège
HEC-Ecole de gestion de l'Université de Liège

Activating competences acquisition in the financial industryCase study: digital marketing plan for Deloitte Luxembourg-D.Learn

Thonnard, Manon ULiège
Promotor(s) : Ghilissen, Michael ULiège
Date of defense : 18-Jun-2019/20-Jun-2019 • Permalink :
Title : Activating competences acquisition in the financial industryCase study: digital marketing plan for Deloitte Luxembourg-D.Learn
Translated title : [fr] Activer l'acquisition de compétences dans l'industrie financière. Étude de cas : Plan de marketing digital pour Deloitte Luxembourg-D.Learn
Author : Thonnard, Manon ULiège
Date of defense  : 18-Jun-2019/20-Jun-2019
Advisor(s) : Ghilissen, Michael ULiège
Committee's member(s) : Lisein, Olivier ULiège
Marechal, Catherine 
Language : English
Number of pages : 133
Keywords : [fr] Digital Marketing
[fr] Continuous Learning
[fr] Financial Markets
[fr] Big Four
[fr] Deloitte
[fr] D.Learn
[fr] eLearning
[fr] Blended Learning
[fr] Satisfaction survey
[fr] Customer Experience
[fr] Customer Journey Map
Discipline(s) : Business & economic sciences > Marketing
Target public : Professionals of domain
General public
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion, à finalité spécialisée en Marketing
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège


[fr] Nowadays, the emergence of new technologies and digital transformation has significantly changed the way employees work. It is, therefore, important for employees to adapt and continue their training throughout their careers. Companies have an essential role to play in the training of their employees and the publication of the CSSF (Commission de Surveillance du Secteur Financier) in 2017 only reinforced this. The purpose of this publication is to ensure that employees in the financial sector have the appropriate knowledge and skills to advise their clients regarding regulatory topics.
As a result, in June 2017, Deloitte Luxembourg launched D.Learn, a service offering digital and face-to-face training for financial institutions. After about two years of activity, the management body wishes to take stock to develop the future strategy of D.Learn and to respond as well as possible to the demand of the market.
The mission of this project-thesis is, on the one hand, to define the value proposition of the service so that it is in line with that perceived by its customers. On the other hand, it aims to collect the impressions of current customers through satisfaction surveys, as well as to better understand the offer of the leading players of the training market in Luxembourg. This information will then make it possible to finalize the service by adapting it as closely as possible to market needs, but also by positioning itself against the competition.
In addition, since D.Learn's current marketing strategy is mainly "offline," the scope of the service remains limited. To reach a broader target audience, it is essential to develop an appropriate digital marketing strategy. This will be defined in order to ensure the best customer experience. The customer journey will be carefully analysed through a "customer journey map," making it possible to propose the best digital strategy.



Access PROJECT-THESIS_final.pdf
Size: 1.99 MB
Format: Adobe PDF


  • Thonnard, Manon ULiège Université de Liège > Master sc. gest., à fin.


Committee's member(s)

  • Lisein, Olivier ULiège Université de Liège - ULiège > HEC Liège : UER > Gest. du changement, innovation et intrapreneuriat
    ORBi View his publications on ORBi
  • Marechal, Catherine
  • Total number of views 103
  • Total number of downloads 1

All documents available on MatheO are protected by copyright and subject to the usual rules for fair use.
The University of Liège does not guarantee the scientific quality of these students' works or the accuracy of all the information they contain.