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.)
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.
Important course information will be sent to you prior to your course start
date. Check your myBCIT email account to
access this information.
Status
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.
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.
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
MKTG 2452 is offered as a part of the following programs:
Interested in being notified about future offerings of MKTG 2452 - Search Engine Marketing: SEO and Paid Search?
If so, fill out the information below and we'll notify you by email when courses for each new term are displayed here.
Registration is now open for the Winter 2022 term.
Classroom Locations
Classroom locations are subject to last minute changes. Please check the Part-time Studies Classroom Locations listing at www.bcit.ca/rooms on the first day of any course you are registered for.