Code
MPYF MKT 6441
Level
M2
Field
Marketing, commercial
Language
Français/French
ECTS Credits
2
Class hours
28
Total student load
40
Program Manager(s)
Department
- Management, Marketing et Stratégie
Educational team
Introduction to the module
Search engine optimization (SEO) is an even more essential part of digital marketing in today’s online-dominated world. Companies must master the art of maintaining engaging online conversations with their customers, as well as how to build their website accordingly. The goal is not just to generate traffic, but to generate high-quality interactions and actions. This is achieved when the website supports the company’s business objectives. To do this, business metrics must also be monitored carefully and continuously using the various tools provided by web analytics. Google Analytics and its companion Google Search Console are the flagship products in web analytics, but additional tools also provide valuable insights.
This seminar aims to raise students’ awareness of the importance of SEO and web analytics for modern marketers. It combines SEO and web analytics to clearly show how closely the two are linked and how they work together. The course is split evenly between concepts and practical work, mainly using Google Analytics.
Learning goals
- 6. Concevoir et/ou piloter des solutions de gestion innovantes en veillant à garantir une création de valeur soutenable pour toutes les parties prenantes
Learning objectives
- 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.
Course Learning objectives
- 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 -> ODD 8.2
- 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) -> ODD 9.c
- 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
• Maintaining engaging online conversations between businesses and customers.
• Coordinating web traffic with business interactions and actions -> SDG 8.2
• Monitoring business metrics using web analytics tools (e.g., Google Data Analytics) -> SDG 9.c
• Developing proficiency in using Google Search Console in conjunction with Google Analytics.
Content : structure and schedule
• Introduction to web analytics tools.
• Application of the different stages of using Google Analytics and Google Search Console -> SDG 9.c
• Learning data collection for case analysis -> SDG 9
• Analysis pitch.
Sustainable Development Goals
ODD 9
Justification for SDG 9.c – Access to ICT and Digital Capacity Building
(Session: Applications of Google Analytics and Search Console)
The hands-on application of Google Analytics and Search Console steps directly addresses Target 9.c, which seeks to universalize access to information and communication technologies (ICT).
Students learn to collect, analyze, and optimize web data for strategic decisions, bridging the digital divide for businesses.
These free tools democratize advanced analytics, enabling all organizations (startups or SMEs) to modernize marketing processes without financial barriers.
SDG 9.c is relevant as it emphasizes inclusive ICT adoption, central to the digital transformation taught here.
Justification for SDG 9 – Industrial Innovation and Resilient Infrastructure
(Sessions: Data Collection Learning and Startup Pitches)
Learning data collection for case analysis, followed by pitches, embodies SDG 9 holistically by fostering innovation through robust digital infrastructure.
Practical work on web data collection and analysis (SDG 9.5: scientific research; SDG 9.4: industrial modernization) transforms websites into high-performing strategic assets.
SDG 9 justifies this choice by linking SEO/web analytics to sustainable industrialization, where digital data becomes a competitive infrastructure lever.
Number of SDG's addressed among the 17
1
Learning delivery
synchrone
Pedagogical methods
Conférences séminaires / Seminar lectures
Exercices pratiques / Practical exercises
Exercices individuels / Individual exercises
Projet de groupe (avec Google Analytics) / Group project (using Google Analytics)
Seminar lectures
Practical exercises
Individual exercises
Group project (using Google Analytics)
Evaluation and grading system and catch up exams
Continuous assessment: 40% group case studies
Final exam (CF): 60% individual assessment (course questions / mini case study)
Resit exam (CF2): mini case study.
The current academic regulations serve as the reference document.
If the final grade for a module is below 10 out of 20, a resit will be organized and will count for 100% of the final grade. The resit exam will consist of an individual research, reflection, and application paper, or an oral exam, on a topic covered in the course.
Any assignment submitted after the deadline will receive a grade of 0.
Grades may be adjusted individually based on participation, including unexcused lateness or absences, classroom behavior, etc., in the form of bonus or penalty points.
Punctuality and attendance are integral to the shared learning environment. They reflect respect for the instructors’ work, the group dynamic, the school’s standards, and the professional attitude expected of students.
Any unexcused absence for a half-day of class will result in a one-point deduction from the final grade of the relevant module. This penalty may also apply to any unexcused lateness. In cases of repeated lateness or absences, the number of points deducted may be increased to ensure the smooth running of the course.
Module Policies
The current academic regulations serve as the reference document.
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 or by videoconference 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.
● No delay is tolerated. Attendance will be declared on Moodle 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.