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Search Engine Marketing: SEO and Paid Search MKTG 2452

Marketing Management Course

Course details

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)

Credits

3.0

Cost

$513.82

Course offerings

Winter 2023

Below is one offering of MKTG 2452 for the Winter 2023 term.

CRN 89559

Duration

Wed Jan 04 - Sat Mar 25 (12 weeks)

  • 12 weeks
  • CRN 89559
  • $513.82
Class meeting times
Dates Days Times Locations
Jan 04 - Mar 25 N/A N/A Online
Instructor

Erin Whittle

Course outline

Course outline TBD — see Learning Outcomes in the interim.

Cost

$513.82

Important information
  1. Internet delivery format.
  2. Internet delivery format. Please note that the lecture component for this course is asynchronous, not requiring you to meet each and every week at a specific time, however, there will be specific timelines for assignments and exams. It is important you have a stable and consistent internet connection to access course content. Please check the following link to ensure you meet the computer requirements for the class. www.bcit.ca/files/business/pdf/bcit-sobm-byod.pdf Course content, type and quality of assignments, and general standards for this online course are the same as classroom courses. 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. Read more Important course information will be sent to you prior to your course start date. Check your myBCIT email account to access this information.
Status

Learning Outcomes

Upon successful completion of this course, the student will be able to:

  • 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 Fall 2021

Related Programs

Search Engine Marketing: SEO and Paid Search (MKTG 2452) is offered as a part of the following programs:

School of Business + Media

  1. Digital Marketing Strategy
    Associate Certificate Part-time
  2. Marketing Management (Marketing Communications Option)
    Certificate Part-time
  3. Marketing Management (Professional Sales Option)
    Certificate Part-time
  4. Marketing Management - Customer Relationship Marketing
    Associate Certificate Part-time
  5. Marketing Management - Entrepreneurship
    Associate Certificate Part-time
  6. Marketing Management - Event Marketing
    Associate Certificate Part-time
  7. Marketing Management - Fundraising Management
    Associate Certificate Part-time
  8. Marketing Management - Marketing Communications
    Associate Certificate Part-time
  9. Marketing Management - Public Relations
    Associate Certificate Part-time
  10. Marketing Management - Retail Marketing Management
    Associate Certificate Part-time
  11. Marketing Management - Sales Skills
    Associate Certificate Part-time
  12. Nonprofit Management
    Associate Certificate Part-time

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