MKTG 425 - Search Engine Marketing and Analysis

3 Credits
This course builds on the foundational concepts from digital marketing to cover search engine marketing (SEM) and search engine optimization (SEO) in more depth. During the first half of the course students will learn how to improve website traffic through the use of SEO tactics, content marketing, social media management, and other unpaid efforts. The second half of the course will be dedicated to paid efforts, including the creation of pay-per-click campaigns using popular SEM platforms. Students will learn to interpret traffic analytics and other metrics in order to analyze campaign performance. The goal of search marketing is to gain traffic and visibility for websites and content.

Prerequisite(s): MKTG 322
Course Learning Outcomes:
1. Develop a successful PPC campaign using a variety of SEM platforms.
2. Evaluate different types of search ads and understand benefits and drawbacks.
3. Optimize a website by applying SEO best practices and use existing tools to identify customers’ search behaviors.
4. Apply SEM metrics and analytics to analyze campaigns and measure results.
5. Describe the role of Search Marketing and its SEO and SEMPPC components as a vital part of a digital marketing strategy.