MKTG 241 - Search Engine Strategy

5 CR

Previously MKTG 240.
Students will learn the fundamentals of search engine marketing (SEM) and search engine optimization (SEO), and how those skills impact a larger digital framework. While a hands-on course, the curriculum is focused on the application of search skills to craft an integrated marketing strategy and executive vision. Only MKTG 240 or 241 can be taken for credit, not both.

Recommended: MKTG 102.
Course Outcomes

Implement a search engine marketing (SEM) plan, utilizing popular search engine marketing tools
Create a search engine optimization (SEO) strategy
Benchmark both organic and paid search efforts
Optimize current campaigns based on results, evolving the strategy to maximize your budget and deliver results
Collaborate with other students to integrate search into a larger digital marketing plan
Create written and oral presentations for key stakeholders that demonstrate timeliness and attention to detail

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