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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)C.COURSARIS
Intervenant(s)Constantinos COURSARIS

Pré requis

Although no prior knowledge is required, the following skills are imperative in the successful completion of the course:
- High work ethic
- Ability to pursue independent work
- Time management
- Prepared and punctual class attendance
- Professional conduct during class sessions
- Critical thinking

Objectifs du cours

At the end of the course, the student should be able to :
1. Understand the social media marketing landscape
2. Have broad comprehension on its impact on traditional marketing strategy
3. Know how to create, place, and manage ads on social networks and search engines
4. Produce basic e-mail ads
5. Develop a social media marketing campaign, and understand how it would integrate into an overarching integrated marketing communication that aims to promote brand/company awareness
6. Understand the underlying theories on which marketing campaigns can be effectively created and delivered

Contenu du cours

Back in 2000, it was estimated that the world’s codified knowledge would double every 11 hours. That estimate, while significantly shorter than previous ones (e.g. in early 20th century it doubled every 30 years, and in the 1970s it doubled every 7 years; source: Bontis, 2001), is exponentially larger than current rates of growth. For example, the blogosphere alone doubles every 6.5 months (source: Technorati, 2010). In the Web 2.0 era, individuals and companies are learning and adapting the way they communicate. For Marketing that has translated in an explosive growth in the popularity of social media to reach, engage, and grow the relationship with prospective customers.

This course will afford you the opportunity to learn the new media that are transforming the business landscape. You will walk away having used digital media tools, gained an understanding of their respective strengths, and the synergistic effect from an integrated marketing communication that leverages the wide array of available tools, including: social networks, RSS feeds, blogs, microblogs, wikis, social bookmarking, podcasts, and more. You will work directly with vehicles such as Facebook, Twitter, YouTube, LinkedIn and others. Furthermore, you will create social network, search engine, and email advertisements. In doing so, you will learn to define objectives, set targets, and measure their impact through for pay or free services, including Google Analytics, Google Alerts, various Twitter third-party apps, and more. We will finish by exploring additional digital marketing opportunities.

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent work
Reference manual 's readings10,00  
Independent study
Estimated personal workload24,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Presentation
  • E-learning
  • Project work
  • Interactive class


Participation, project work, and presentation. Note: you are expected to both attend and participate daily in order to earn the participation points. Absences require medical documentation to be presented and submitted to the instructor during the week of the course in order to avoid any grade penalties.

Type de ContrôleDuréeNombrePondération
Continuous assessment
Individual Project0,00140,00
Written Report2,00110,00
Final Exam
TOTAL     100,00


  • • The Zen of Social Media Marketing: An Easier Way to Build Credibility, Generate Buzz, and Increase Revenue, by Shama Kabani (Author), Chris Brogan (Foreword), BenBella Books (April 6, 2010), ISBN-10: 1935251732 ISBN-13: 978-1935251736 -

  • Social Media 101: Tactics and Tips to Develop Your Business Online, by Chris Brogan, Wiley (February 22, 2010), ISBN-10: 0470563419 ISBN-13: 978-0470563410 -

  • The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly, 2nd Edition, by David Meerman Scott, Wiley; 2 edition (January 12, 2010), ISBN-10: 0470547812 ISBN-13: 978-047054 -

  • Social Media Marketing All-in-One For Dummies, by Jan Zimmerman & Doug Shalin, For Dummies (Sep. 21, 2010); ISBN-10: 0470584688 ISBN-13: 978-0470584682 -

Ressources internet

* Informations non contractuelles et pouvant être soumises à modification
Vidéo : Un campus à vivre
Notre chaîne Youtube