Social Media and Search

Code UE : USM30N

  • Cours
  • 4 crédits

Responsable(s)

Jean-Michel RAICOVITCH

Stéphane BOURLIATAUX-LAJOINIE

Public et conditions d'accès

Master in Management MIM M2 group: e-Business and Marketing

Objectifs pédagogiques

 This course aims to understand how to use social media & search engine marketing to increase audience.  Today web advertising is not only "Owned" one (firms’ website, firms mobile apps, SN official page) and "Payed" media (Search Engine Advertising) but need to include “Earned" media. A digital communication campaign is now and subtile interaction between what firms can manage and what they have to try to control / react.

Contenu

The following points will be covered during the course: SEO, SEM, search engines, social media, content management. Advertising strategies on different digital channels in order to offer real digital coverage.

Bibliographie

  • Angeline Close Scheinbaum : Online Consumer Behavior: Theory and Research in Social Media, Advertising and E-tail (Marketing and Consumer Psychology Series) 1st Edition, Kindle Edition, by Angeline Close Scheinbaum (Editor)

Cette UE apparaît dans les diplômes et certificats suivants

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Contact

Cnam - IIM - EPN stratégies - Programmes Master in Management (MIM)
EPN15, 2 rue Conté bureau 31.2.31
75003 Paris
Tel :00 33 1 58 80 85 64
Sophie Le Liboux

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