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Establishment
Language of instruction
English
Teaching content
MARKETING
Training officer(s)
J.NTSONDÉ
Stakeholder(s)
J.NTSONDÉ, GIUSTO Marine
Présentation
Prerequisite
Basic knowledge of marketing management theory (Marketing Management (IESEG II) or equivalent).
Prior courses on digital marketing are a plus but not a condition.
Prior courses on digital marketing are a plus but not a condition.
Goal
At the end of the course, the student should be able to:
- Understand the different formats of online advertising, their relevance, advantages and disadvantages
- Understand alternative online advertising targeting strategies
- Understand the importance of good search engine rankings for today's companies
- Understand and explain the difference between search engine optimization and pay-per-click advertising, and their relative advantages and disadvantages
- Perform an SEO analysis of a given web site using an appropriate framework and software tools
- Plan, configure, run and follow-up Google AdWords campaigns containing textual and display ads
- Understand the different formats of online advertising, their relevance, advantages and disadvantages
- Understand alternative online advertising targeting strategies
- Understand the importance of good search engine rankings for today's companies
- Understand and explain the difference between search engine optimization and pay-per-click advertising, and their relative advantages and disadvantages
- Perform an SEO analysis of a given web site using an appropriate framework and software tools
- Plan, configure, run and follow-up Google AdWords campaigns containing textual and display ads
Presentation
This course presents an introduction to web or Internet advertising and discusses its most important formats and concepts. The student will gain insight into the different forms of advertising and targeting strategies. Techniques that are discussed include
- Search Engine Marketing (SEM, or Pay-Per-Click Advertising)
- Search Engine Optimization (SEO)
- Online display advertising (e.g. banners, in-video ads)
- Search Engine Marketing (SEM, or Pay-Per-Click Advertising)
- Search Engine Optimization (SEO)
- Online display advertising (e.g. banners, in-video ads)
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 16,00 | ||
| Travail personnel | |||
| Group Project | 26,00 | ||
| Autoformation | |||
| Recherche | 4,00 | ||
| E-Learning | 4,00 | ||
| Overall student workload | 50,00 | ||
Evaluation
The most important aspect of the course are real-life mini-consulting projects that students work on in groups (of about 4 to 5 students each). The project will be evaluated using continuous assessment (in-class presentations or discussions) and a final group presentation during the last session
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Contrôle continu | |||
| Participation | 16,00 | 1 | 20,00 |
| Autres | |||
| Projet Collectif | 0,00 | 1 | 80,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
Stokes, R., 2011; eMarketing - The Essential Guide to Digital Marketing, Quirk. -
Geddes, B., 2010, Advanced Google AdWords, Wiley -
Geddes, B., 2010, Advanced Google AdWords, Wiley -