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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)K.DE BOCK
Intervenant(s)Koen DE BOCK

Pré requis

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

Objectifs du cours

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

Contenu du cours

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)

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent study
Group Project26,00  
Independent work
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Presentation
  • Project work
  • Interactive class
  • Case study
  • Coaching
  • Tutorial


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). Students are assigned a client (a company or organization with a web site) at the beginning of the course and will apply all techniques learnt in class to the specific case of their client, taking into consideration the objectives and considerations of the client. For example, students are provided with real AdWords credit to be spent on an SEM advertising campaign.
The project will be evaluated using continuous assessment (in-class presentations or discussions) and a final group presentation during the last session.

Type de ContrôleDuréeNombrePondération
Continuous assessment
Group Project0,00180,00
TOTAL     100,00


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

  • Google, Google AdWords Certification Learning Center Material. Available via Last consulted on 9 September 2011 -

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

* Informations non contractuelles et pouvant être soumises à modification
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