DMM103 - Search Engine Strategies

Outline information
Semester
Schools offering this subject
Last revision date 2024-10-02 10:51:45.098
Last review date 2024-12-02 00:15:12.652

Subject Title
Search Engine Strategies

Subject Description
Search Engine Marketing (SEM), including Search Engine Optimization (SEO) and Pay-Per-Click (PPC) is part of an integrated marketing communications strategy. This subject will look at the purpose of a search engine, how SEO can help organizations improve search engine rankings, PPC tools and techniques.

Learning Outcomes
Upon successful completion of this subject the student will be able to:

  1. Evaluate the search engine business ecosystem to help make tactical decisions around Search Engine Optimization and Pay-Per-Click methodologies to optimize web content.
  2. Apply On-Page and Off-Page coding techniques to increase content discoverability, searchability to grow website traffic.
  3. Execute a keyword research to improve search engine visibility and Pay-Per-Click to improve ad campaign performance.
  4. Formulate the use of industry-recommended Search Engine Optimization practices to maintain organizational integrity and mitigate customer risk.
  5. Apply Key Performance Indicator metrics to report and measure the success of Search Engine strategies.
  6. Evaluate different online advertising techniques (Pay-Per-Click) as part of an overall search engine marketing strategy for a product (or a brand).
  7. Create a Pay-Per-Click campaign using Specific-Measurable-Achievable-Relevant-Time-bound methodology to improve budget management in a competitive environment.

Academic Integrity
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Please visit the Academic Integrity website http://open2.senecac.on.ca/sites/academic-integrity/for-students to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

Discrimination/Harassment
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Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.

Camera Use and Recordings - Synchronous (Live) Classes
Synchronous (live) classes may be delivered in person, in a Flexible Learning space, or online through a Seneca web conferencing platform such as MS Teams or Zoom. Flexible Learning spaces are equipped with cameras, microphones, monitors and speakers that capture and stream instructor and student interactions, providing an in-person experience for students choosing to study online.

Students joining a live class online may be required to have a working camera in order to participate, or for certain activities (e.g. group work, assessments), and high-speed broadband access (e.g. Cable, DSL) is highly recommended. In the event students encounter circumstances that impact their ability to join the platform with their camera on, they should reach out to the professor to discuss. Live classes may be recorded and made available to students to support access to course content and promote student learning and success.

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