This class exists in these courses :
• IÉSEG > IESEG Degree - Programme Grande École > Semester 1 > 2,00 ECTS

Prerequisites

Basic knowledge of marketing management theory (Marketing Management (IESEG II) or equivalent).
Prior courses on digital marketing are a plus but not a condition.

Learning outcomes

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

Course description

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)

Class type

Class structure

Teaching methods

• Case study
• E-learning
• Interactive class
• Presentation
• Project work
• Research

Assessment

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

Recommended reading

• Stokes, R., 2011; eMarketing - The Essential Guide to Digital Marketing, Quirk. -

• Geddes, B., 2010, Advanced Google AdWords, Wiley -