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COMM 4325 - Advanced Search Marketing

Search engines are one of the primary ways that Internet users find the information they are seeking. Search Engine Marketing (SEM) seeks to promote websites by increasing their visibility in search engine results pages (SERPs) though the use of paid placement, contextual advertising and paid inclusion.

This class focuses on promoting an organization through search engines, delivering relevant content in the search listings, and encouraging users to click through to a designation site. Both of the two key techniques of SEM will be explored: search engine optimization (SEO) to improve results from the natural or organic listings, and paid search marketing or pay-per-click (PPC) to deliver results from the sponsored listings within search engines. Navigational search and universal search practices will also be explored.


Spring 2016 - Online/Distance (CRN - 4871)

Schedule Information

  • CRN: 4871
  • Instructor: Cragg, Cindy
  • Credits: 4
  • Date/Time:
  • Delivery: Online/Distance
  • Location: ONLINE

Required Reading:

Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Website. 3rd ed. Moran and Hunt. IBM Press, 2014. ISBN: 978-0133039177

You MUST have the 3rd edition of the textbook. Earlier editions will not work with the class.

Pre-class Assignment:

Read Chapter 1 of the assigned textbook. Additional information regarding pre-class assignments will be sent prior to the start of the course.

Please check Canvas one week before class begins for any pre-class assignments;

If you wish to buy your books via the DU bookstore, please check their online site at "the DU Bookstore" to make sure your books are in stock before coming to campus or ordering online.

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