Code
MGYF STR 5932
Level
M2
Field
Stratégie
Language
Anglais/English
ECTS Credits
2
Class hours
28
Total student load
60
Program Manager(s)
Department
- Management, Marketing et Stratégie
Educational team
Introduction to the module
Search Engine Optimization (SEO) is a more essential component of digital marketing than ever, given the dominance of the online world. Businesses must master the art of maintaining engaging online conversations with their customers, as well as designing their websites accordingly. It is not just about driving traffic, but about generating high-quality interactions and actions. This is achieved when the website aligns with the company's business objectives. Reaching these goals requires careful and constant monitoring of business metrics using various web analytics tools. Google Analytics and its companion, Google Search Console, are the flagship products in web analytics, though complementary tools also provide their own share of valuable insights.
This seminar aims to raise students' awareness of the importance of SEO and web analytics for modern marketers. We combine SEO and web analytics to clearly demonstrate how closely the two are interlinked and how they work together. The course is equally divided between theoretical concepts and practical work, focusing primarily on Google Analytics.
Learning objectives/Intended learning outcomes
- 6.4 - Audit the associated risks by mobilising strategic analysis and decision-making tools, identifying and assessing the weaknesses/risks associated with the tools used, in order to recommend sustainable management solutions.
Rubrics
- Entretenir une conversation en ligne engageante entre les entreprises et les clients / Maintain engaging online conversations between businesses and customers
- Coordonner le trafic avec les interactions et les actions commerciales / Coordinate web traffic with business interactions and actions
- Surveiller les indicateurs commerciaux en utilisant les outils d'analyses web (eg. Google Data Analytics) / Monitor business metrics using web analytics tools (e.g., Google Data Analytics)
- Développer les compétences dans l'utilisation de Google Search Console en association avec Google Analytics / Develop proficiency in using Google Search Console in conjunction with Google Analytics
Content : structure and schedule
- Introduction to web analytics tools
- Presentation of the IMT-BS incubator startups participating in web data sharing
- Application of the different stages of using Google Analytics and Google Search Console
- Learning data collection techniques for case study analysis
- Pitching the analysis results to the startups
Sustainable Development Goals
Industrie, Innovation et Infrastructure (9)
Number of SDG's addressed among the 17
1
Learning delivery
synchrone
Pedagogical methods
Conférences séminaires / Seminar lectures
Exercices pratiques appliqués à des cas réels de start-ups / Practical exercises applied to real-world startup cases
Exercices individuels / Individual exercises
Projet de groupe (avec Google Analytics) / Group project (using Google Analytics)
Evaluation and grading system and catch up exams
Final exam (CF): 60% individual evaluation (Theory questions / Mini case study)
The final grade may be adjusted based on individual participation (lateness, unexcused absences, etc.).
Resit (CF2): Theory questions / Mini case study. The grade is capped at 10/20.
In the event of failure to pass the resit (CF2), an extension of studies may be granted by the academic board.
Module Policies
Professor-Student Communication
● The professor will contact the students through their school email address (IMT-BS/TSP) and the Moodle portal. No communication via personal email addresses will take place. It is the student responsibility to regularly check their IMT-BS/TSP mailbox.
● Students can communicate with the professor by emailing him/her to his institutional address. If necessary, it is possible to meet the professor in his office during office-hours or by appointment.
Students with accommodation needs
If a student has a disability that will prevent from completing the described work or require any kind of accommodation, he may inform the program director (with supporting documents) as soon as possible. Also, students are encouraged to discuss it with the professor.
Class behavior
● Out of courtesy for the professor and classmates, all mobile phones, electronic games or other devices that generate sound should be turned off during class.
● Students should avoid disruptive and disrespectful behavior such as: arriving late, leaving early, careless behavior (e.g. sleeping, reading a non-course material, using vulgar language, over-speaking, eating, drinking, etc.). A warning may be given on the first infraction of these rules. Repeated violators will be penalized and may face expulsion from the class and/or other disciplinary proceedings.
● The tolerated delay is 5 minutes. Attendance will be declared on Moodle during these 5 minutes via a QR code provided by the teacher at each course start.
● Student should arrive on time for exams and other assessments. No one will be allowed to enter the classroom once the first person has finished the exam and left the room. There is absolutely no exception to this rule. No student can continue to take an exam once the time is up. No student may leave the room during an examination unless he / she has finished and handed over all the documents.
● In the case of remote learning, the student must keep his camera on unless instructed otherwise by the professor.
Honor code
IMT-BS is committed to a policy of honesty in the academic community. Conduct that compromises this policy may result in academic and / or disciplinary sanctions. Students must refrain from cheating, lying, plagiarizing and stealing. This includes completing your own original work and giving credit to any other person whose ideas and printed materials (including those from the Internet) are paraphrased or quoted directly. Any student who violates or helps another student violate academic behavior standards will be penalized according to IMT-BS rules.
Textbook Required and Suggested Readings
Booth, C. (2024). Digital analytics: A practical guide to data-driven marketing with Google Analytics 4 (2nd ed.). Routledge.
Keywords
SEO, Google Analitics, Data Sheet, Ebusiness, Digital strategy.