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Important Notice: COVID-19 Institute response

BCIT

MKTG 2452 - Search Engine Marketing: SEO and Paid Search

Marketing Management Part-time Studies Course

School of Business + Media

BCIT is planning for a substantial return to on-campus activity for the fall 2021 term as informed by BC Public Health Officer guidelines. Refer to each course listing for details.

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)

MKTG 1102 and MKTG 1352

Credits

3.0

Cost

$503.68

Fall 2021

Below is one offering of this course for the Fall 2021 term.

CRN 48206

Tue Sep 07 - Sat Nov 27 12 Weeks

Class Meeting Times

Dates Days Times Locations
Sep 07 - Nov 27 Online

Instructor

Erin Whittle

Course Outline

Cost

$503.68

Notes

  1. Internet delivery format.
  2. 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. https://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.
  3. Important course information will be sent to you prior to your course start date. Check your myBCIT email account to access this information.

This course offering is in progress. Please check this page for other currently available offerings or subscribe to receive email updates.

In Progress

Winter 2022

Below is one offering of this course for the Winter 2022 term.

CRN 89559

Mon Feb 14 - Sat Mar 26 6 Weeks

Class Meeting Times

Dates Days Times Locations
Feb 14 - Mar 26 Online

Instructor

Erin Whittle

Course Outline

TBD – see Learning Outcomes in the interim

Cost

$503.68

Notes

  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. https://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.

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

MKTG 2452 is offered as a part of the following programs:

School of Business + Media

  1. Digital Marketing Strategy
    Part-time/Distance & Online Learning   Associate Certificate
  2. Marketing Management (Marketing Communications Option)
    Part-time   Certificate
  3. Marketing Management (Professional Sales Option)
    Part-time   Certificate
  4. Marketing Management - Customer Relationship Marketing
    Part-time   Associate Certificate
  5. Marketing Management - Entrepreneurship
    Part-time   Associate Certificate
  6. Marketing Management - Event Marketing
    Part-time/Distance & Online Learning   Associate Certificate
  7. Marketing Management - Fundraising Management
    Part-time/Distance & Online Learning   Associate Certificate
  8. Marketing Management - Marketing Communications
    Part-time/Distance & Online Learning   Associate Certificate
  9. Marketing Management - Public Relations
    Part-time/Distance & Online Learning   Associate Certificate
  10. Marketing Management - Retail Marketing Management
    Part-time/Distance & Online Learning   Associate Certificate
  11. Marketing Management - Sales Skills
    Part-time   Associate Certificate
  12. Nonprofit Management
    Part-time/Distance & Online Learning   Associate Certificate
  13. Social Media and Digital Marketing
    Part-time/Distance & Online Learning   Statement of Completion

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