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COMM 4325 (4 credits)

Search Marketing

Search marketing is a communicator's medium and a vital part of any marketing mix. This type of digital marketing specifically focuses on increasing a website's visibility in the search engine results pages (SERPs) through organic Search Engine Optimization (SEO) and pay-per-click (PPC) while also drawing attention to quality website content or well-crafted paid ad messaging. This class will provide deep insight into the tools and tactics of search marketing. Students will learn what makes search marketing demanding and how to overcome the challenges presented by regular search engine algorithm updates, increasing mobile device usage, and the influence of social media. 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. A variety of search practices, including mobile and local, will be explored.

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Sections: Winter Quarter 2024

CRN 4637
Credits
4
Dates/Time/Location
Format
Online Asynchronous
Instructor
Weinstein, Melinda D.

Tuition Rate

Per Credit:

 


Additional Fees
Technology Fee: $4/credit hour for each class taken for credit

Questions?

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Make sure you have the correct textbooks and/or materials.
Join the Classroom

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