Course Overview
Search engines create opportunities for businesses to attract more traffic and more customers to their website, product or service pages, videos, social media, and even to their brick-and-mortar location. In this course, students will learn about organic or unpaid search engine marketing, known as search engine optimization or SEO, and paid search engine marketing, often called SEM or pay-per-click PPC or just Google Ads (since Google is the dominant search engine). This course covers the foundations of SEO and SEM, starting with an understanding of search engines and the business case for SEO. Students will then use various tools to conduct SEO audits, research keywords, and create and present strategies for on-page SEO, technical SEO, and link building. After exploring the organic side of search, students will learn the value of paid search. Using a company of their choice as a case study, students will create and present a paid search campaign, including a well-structured account, budget, keyword strategy, and effective ads. Students will create and pitch both an SEO and a paid search plan for a local business or not-for-profit organization of their choosing. (For online and asynchronous courses, these presentations will be recorded and posted on the Learning Hub for the class to view and discuss.)
Prerequisite(s)
- 50% in MKTG 1352
- OR relevant industry experience
Credits
3.0
Domestic fees
$570.33
International fees are typically 3.4 times the domestic tuition. Exact cost will be calculated upon completion of registration.
Learning Outcomes
Upon successful completion of this course, the student will be able to:
- Analyze how generative AI tools (e.g., ChatGPT, Gemini, etc. ) are transforming search behavior and identify strategies to optimize website content for AI-driven discovery
- Evaluate how AI is being integrated into SEO and Paid Search platforms and apply these tools to develop data-informed, performance-driven campaigns
- Describe how search engines work
- Differentiate between organic and paid search, including terminology and ranking factors
- Explain the importance of search and the business cases for SEO and SEM
- Explore tools and technologies used to analyze, research, and implement SEO and SEM plans
- Conduct SEO audits and analyze and report on the results
- Conduct keyword research for SEO and SEM
- Produce on-page, technical, and link building plans
- Select appropriate targeting strategies
- Determine an SEM budget and explore bidding strategies
- Conversion tracking, campaign analysis, optimization, and reporting
- Apply best practices to write effective search engine marketing copy
- Prepare an SEO plan for a real-world business and deliver an SEO pitch presentation
- Prepare a paid search campaign for a real-world business and deliver a paid search pitch presentation
Effective as of Winter 2026
Related Programs
Search Engine Marketing: SEO and Paid Search (MKTG 2452) is offered as a part of the following programs:
- Indicates programs accepting international students.
- Indicates programs eligible for students to apply for Post-graduation Work Permit (PGWP).
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Course Offerings
Fall 2026
Below is one offering of MKTG 2452 for the Fall 2026 term.
CRN 48206
Dates
Sep 08 - Nov 28 Loading
- CRN 48206
- $570.33 Domestic fees
Class meeting times
| Dates | Days | Times | Locations |
|---|---|---|---|
| Sep 08 - Nov 28 | N/A | N/A | Online |
Duration
12 weeks
Instructor
Jeremy Mayer
Course outline
Course outline TBD — see Learning Outcomes in the interim.
Important information
- Please note that the lecture component for this course is asynchronous, not requiring you to meet each week at a specific time, however, there will be specific timelines for assignments and exams. To be successful in this online course, plan to spend 7-10 hours per week on your studies, or more if it’s a condensed course, starting Week 1. Important course information will be sent to your myBCIT account prior to your course start date.
Confirmation
Required
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Status
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