MKM2400 · Search engine marketing

Overview

Search Engine Marketing (SEM) and Search Engine Optimization (SEO) are crucial components of digital marketing. Many organisations rely on these strategies to drive website traffic, generate leads, and increase conversions. This unit provides you with the opportunity to learn and apply this theoretical knowledge to real-world scenarios.

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.