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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 SMO trigger in a broader perspective including SEO (Search Engine Optimisation) and SEA (Search Engine Advertising) .
2 / Mapping the various Social Media and analyzing the different segmentations according to the target audience and the business goals .
3 / Kowing the fundamentals of Social Media account optimization 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 the SMA fundamentals of mainstream Social Media platforms (different milestones and success factors) .
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.

Contenu du cours

1.The SMO trigger among the overall digital marketing strategy (SMO as a Component of SEM and in overall new media classification (Owned / Paid & Earned Media).
2.Overview of the mainstream platforms. Their uses in the frame of marketing tactics and business goals (Optimization of the main platforms (Facebook page, Twitter account, Google+, Linkedin coprporate page, Social picture platforms and blogging platforms) . Measuring the SMO strategy through dedicated KPIs and business goals.
3. Implement an effective Social Media Strategy (definition of Social Media positioning , definition of editorial content strategy according to a target audience and specific goals). Budget and process of implementation.
4. SMA fundamentals (Facebook ad manager and basic rules of SMA).
5. The principles rules and best practices of community management (Content strategy implementation, Social Media monitoring and optimization).
6. Overview the SMO application domains according the customer journey steps (brand image, brand awareness, sales, customer support, communication crisis (e-reputation), etc.
7. Knowing how to avoid pitfalls and acquire the best practices of Communicty Management. (Do & Don't).

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Independent study
Group Project23,00  
Estimated personal workload5,00  
Independent work
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Presentation
  • Project work
  • Interactive class
  • Case study


UIndividual MCQ ( theoretical concepts of SMO principles (30 mn) during the last session. An oral presentation on PPT based on a case study in working group. Oral (last session) + written dossier to provide.

Type de ContrôleDuréeNombrePondération
Continuous assessment
Group Project0,25130,00
TOTAL     100,00


  • Social Media: Strategies To Mastering Your Brand- Facebook, Instagram, Twitter and Snapchat Diane Kelly -

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

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

  • Social Media ROI Olivier Blanchard Ed.QUE -

Ressources internet

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