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Lesson details

SEARCH ENGINE MARKETING: PPC & SEO
2022-2023	EnIESEG School of Management ( IÉSEG )
Class code :	2223-IÉSEG-MDM1S2-MKT-PGPCI01UE	MARKETING

Level	Year	Period	Language of instruction
MSc in Digital Marketing & CRM	1	S2	EnEnglish

Academic responsibility	K.DE BOCK
Lecturer(s)	M.TRAN VAN

IÉSEG > MSc in Digital Marketing & CRM > MSc in Digital Marketing & CRM - Semester 2 > 2,00 ECTS

Prerequisites

? Marketing knowledge (4Ps, marketing funnels)
? Basic knowledge of Google Analytics
? Be at ease with the use of spreadsheets

Learning outcomes

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

Course description

? Search in the digital landscape
? SEO : How to rank a website in organic SERPs?
? SEA : Search practitioner's initiation
? Advanced measurement & strategies

Class type

Class structure

Type of course	Numbers of hours	Comments
Face to face
Coaching	2,00
Tutorials	2,00
Interactive class	4,00
lecture	8,00
Independent work
Research	2,00
E-Learning	5,00
Independent study
Estimated personal workload	12,00
Group Project	15,00
Total student workload	50,00