Course Overview
Nine out of ten consumers conduct online research before purchasing goods and/or services. A company’s online marketing strategy must therefore incorporate tactics such as search marketing and search engine optimization (SEO) if they plan to thrive in today’s multiplatform marketplace. Positioning a company within search engines has become a highly sought after and valuable skill-set. This course provides practical training on how to design and develop effective search engine campaigns using SEO and paid online advertising. Students will become familiar with key online marketing definitions, search marketing principles and best practices and will expand their skill set in search campaign development, implementation, and tracking. This course combines in-class theory with hands-on field training. Students will be required to plan and implement a search engine optimization plan, as well as paid search marketing campaigns for a business or non-profit organization of their choice.
Prerequisite(s)
- No prerequisites are required for this course.
Credits
3.0
- Not offered this term
- This course is not offered this term. Notify me to receive email notifications when the course opens for registration next term.
Learning Outcomes
Upon successful completion of this course, the student will be able to:
- Describe search metrics and search marketing terms.
- Demonstrate how search marketing is used as a tool to build brand equity and increase ROI.
- Design and conduct search metrics and search marketing research to establish brand position and track performance engine ranking.
- Analyze and critique competitive search campaigns and apply techniques to boost a website’s search rankings.
- Produce and implement a search engine optimization plan.
- Create, execute, and manage paid search marketing campaigns.
- Generate focused, meaningful, and actionable reports from digital marketing data.
- Undertake appropriate quantitative and qualitative analyses geared to developing and leveraged customer and market insight.
- Optimize campaigns to maximize campaign performance.
Effective as of Spring/Summer 2013
Programs and courses are subject to change without notice. Find out more about BCIT course cancellations.