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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
MSc in Digital Marketing & CRM1S1English
Professeur(s) responsable(s)V.PAUWELS

Pré requis

Having a clear vision of its presence on social networks ( personal branding ). Demonstrate openness to change , adaptability and be autonomous.

Objectifs du cours

At the end of the course, the student should be able to:
1 / Re-situating the levers of SMO in a broader perspective including SEO (Search Engine Optimisation) and SEA (Search Engine Advertising) and personal branding
2 / Mapping the various Social Media and analyzing the different segmentations according to the uses and targets
3 / Creating and optimizing a Twitter account, a Facebook page, a Linkedin account, a blog, etc. from the perspective of brand awareness in compliance with the Community Management best practices
4 / Mastering the fundamentals of Social Media Strategy implementation and the principles of brand content tactics in the frame of SMO strategy
5 / Setting goals and measuring results of a Social Media strategy through the establishment of KPIs
6 / Appropriating different milestones and success factors for launching an advertising campaign on Social networks Networks
7 / Learning good practices of community management, content management, monitoring and learning to use useful Community Manager tools
8 / Characterizing different application fields of the SMO, including e-reputation / brand awareness, crisis communication and the stages of the customer journey
9 / Avoiding the pitfalls of the SMO

Contenu du cours

1.Understand the SMO approach in marketing strategy (Social Media & the paradigm shift from the traditional approach of marketing; The SMO as a Component of SEM and in overall new media classification (Owned / Paid & Earned Media)
2.Get an overview of the Social media landscape, distinguish Social Media & Social networks, discover the prospective of the future of SMO and the Social Media Landscape
3.Have an overview of the main platforms and their uses in the frame of marketing tactics (Creation & Optimization of main platforms (Facebook, Twitter, Google+, Linkedin, Pinterest, blogging platform, etc.)
4. Implement an Effective Social Media Strategy (definition of social positioning , definition of editorial content strategy, Budget and process implementation, measurement of actions with KPIs )
5. Understand how to run Social Ads campaigns (Paid Media) on the major Social Media platforms (Formats, implementation)
6. Acquire the principles rules and best practices of community management and content management
7. Get an overview and clear understanding of the SMO fields (Sales, Brand image, customer support, communication crisis, etc)
8. Knowing how to avoid pitfalls and acquire the best practices of Communicty Management

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class10,00  
Independent work
Independent study
Group Project16,00  
Individual Project10,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Presentation
  • Project work
  • Interactive class
  • Case study


Type de ContrôleDuréeNombrePondération
Continuous assessment
Final Exam
Group Project25,00130,00
TOTAL     100,00


  • Marketing des Réseaux Sociaux Loukouma Amidou Ed. Micro Application -

  • The Art of Social Medias Guy Kawasaki Ed. Diateino -

  • The Cuetrain Manifesto (free download from the Web) -

  • Social Media Strategy Fabio Cipriani -

Ressources internet

* Informations non contractuelles et pouvant être soumises à modification
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