News
Our Degree Programs
Establishment
Language of instruction
English
Teaching content
MARKETING
Training officer(s)
K.DE BOCK
Stakeholder(s)
M.TRAN VAN
Présentation
Prerequisite
? Marketing knowledge (4Ps, marketing funnels)
? Basic knowledge of Google Analytics
? Be at ease with the use of spreadsheets
? Basic knowledge of Google Analytics
? Be at ease with the use of spreadsheets
Goal
At the end of the course, the student should be able to :
LO1.A Demonstrate an international mindset
LO3.A Breakdown complex organizational problems using the appropriate methodology
LO5.B Construct expert knowledge from cutting-edge information
LO5.C Employ state-of-the-art management techniques
LO7.A Demonstrate an expertise on key concepts, techniques and trends in their professional field
LO7.D Be a reference point for expertise-related questions and ambiguities
? Understand the importance of search engine marketing in the digital advertising activities
? Recommend a basic SEO strategy
? Define, create, optimize and monitor a paid search strategy
? understand the basics of attribution
LO1.A Demonstrate an international mindset
LO3.A Breakdown complex organizational problems using the appropriate methodology
LO5.B Construct expert knowledge from cutting-edge information
LO5.C Employ state-of-the-art management techniques
LO7.A Demonstrate an expertise on key concepts, techniques and trends in their professional field
LO7.D Be a reference point for expertise-related questions and ambiguities
? Understand the importance of search engine marketing in the digital advertising activities
? Recommend a basic SEO strategy
? Define, create, optimize and monitor a paid search strategy
? understand the basics of attribution
Presentation
? Search in the digital landscape
? SEO : How to rank a website in organic SERPs?
? SEA : Search practitioner's initiation
? Advanced measurement & strategies
? SEO : How to rank a website in organic SERPs?
? SEA : Search practitioner's initiation
? Advanced measurement & strategies
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Face to face | |||
| Interactive class | 4,00 | ||
| lecture | 8,00 | ||
| Tutorials | 2,00 | ||
| Coaching | 2,00 | ||
| Independent work | |||
| E-Learning | 5,00 | ||
| Research | 2,00 | ||
| Independent study | |||
| Group Project | 15,00 | ||
| Estimated personal workload | 12,00 | ||
| Overall student workload | 50,00 | ||
Evaluation
Individual assessment (Google certification)
Group assessment (Case study)
Participation
Group assessment (Case study)
Participation
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Continuous assessment | |||
| Participation | 0,00 | 1 | 10,00 |
| Others | |||
| Group Project | 0,00 | 1 | 30,00 |
| Final Exam | |||
| Written exam | 0,00 | 1 | 60,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
Réussir son référencement web - Edition 2018-2019: Stratégies et techniques SEO, Olivier Andrieu -
Internet resources