MKM2400 · Search and discovery marketing

Overview

This unit explores the theoretical and practical foundations of how consumers locate information, products, and brands across today’s dynamic digital ecosystems. You will investigate the mechanics of traditional search engines through SEO and SEM while also evaluating emerging modes of discovery shaped by social media, AI-driven curation, and generative search experiences. The unit emphasises evaluating digital visibility strategies, understanding search across platforms and applying these concepts to contemporary marketing challenges.

Offerings

Assessment

The Handbook does not list a final examination among the assessment items. That is not a guarantee there is none.

Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.

Requisites

The Handbook lists no prerequisite, corequisite or prohibition for this unit.

Learning outcomes

1. analyse SEM theories and concepts in the context of digital marketing strategies
2. evaluate search engine functionality and user interaction using digital and analytics tools
3. create an SEM Roadmap for better customer acquisition in digital businesses

Workload

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.

Student experience, not official rules. Nothing here changes what the Handbook says.