SMD103 - Search Engine Strategies

Outline info
Semester
School
Last revision date 2016-05-30 00:35:17.986
Last review date 2016-07-18 00:15:07.062


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.

Credit Status
One credit toward the Social Media Graduate Certificate Program.

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

1. Describe the search engine business model to guide tactical decisions around SEO (Search Engine Optimization) and PPC (Pay-Per-Click).
2. Apply On-Page and Off-Page techniques to develop or increase search visibility and website traffic.
3. Construct a keyword research and analysis methodology for SEO and PPC.
4.  Advocate the use of white hat SEO practices to maintain organizational integrity.
5. Understand how to apply Web Analytics fundamentals to report and measure the success of SEO & SEM strategies.
6. Use online advertising techniques as part of a search engine marketing strategy. 

Essential Employability Skills
Communicate clearly, concisely and correctly in the written, spoken and visual form that fulfils the purpose and meets the needs of the audience.

Respond to written, spoken, or visual messages in a manner that ensures effective communication.

Apply a systematic approach to solve problems.

Use a variety of thinking skills to anticipate and solve problems.

Locate, select, organize, and document information using appropriate technology and information systems.

Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals.

Manage the use of time and other resources to complete projects.

Cheating and Plagiarism
Each student should be aware of the College's policy regarding Cheating and Plagiarism. Seneca's Academic Policy will be strictly enforced.

To support academic honesty at Seneca College, all work submitted by students may be reviewed for authenticity and originality, utilizing software tools and third party services. Please visit the Academic Honesty site on http://library.senecacollege.ca for further information regarding cheating and plagiarism policies and procedures.

Discrimination/Harassment
All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at student.conduct@senecacollege.ca.

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 Disabilities Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.

Prerequisite(s)
SMD101

Topic Outline
Why Search Marketing is Important ... and Difficult
Identify and Measure your Website's Goals and Success
Search Marketing Techniques for B2C and B2B
Search Engine Marketing Tactics
Search Engine Marketing Research and Ranking Tools
Developing an SEO strategy and plan
Using Search for Brand Awaremess, Leads and Sales
Driving Traffic Through PPC
Keywords and Creative
Create and Sell-in Your Search Marketing Program
What Have We Learned?

Mode of Instruction
In-Class
A combination of teaching methods will be utilized which may include lectures, case studies, discussions, group and individual work.

Prescribed Texts
Title:         Search Engine Marketing, Inc.
Author:      Moran and Hunt
Edition:      3rd
Publisher:  IBM Press
ISBN(10):    013303917X
ISBN(13):    9780133039177
(edition updated for Summer 2015)

Reference Material
None.

Required Supplies
None.

Promotion Policy

Grading Policy
A+ 90%  to  100%
A 80%  to  89%
B+ 75%  to  79%
B 70%  to  74%
C+ 65%  to  69%
C 60%  to  64%
D+ 55%  to  59%
D 50%  to  54%
F 0%    to  49% (Not a Pass)
OR
EXC Excellent
SAT Satisfactory
UNSAT Unsatisfactory

For further information, see a copy of the Academic Policy, available online (http://www.senecacollege.ca/academic-policy) or at Seneca's Registrar's Offices.


Modes of Evaluation
Assignments are due on the dates specified. Should extenuating circumstances arise, please contact your instructor prior to the assignment due date so that an appropriate course of action can be established. Late assignments may be subject to a penalty of up to 10% per week and will not generally be accepted beyond two weeks from the due date.
 
In cases of cheating or plagiarism, the College Academic Policy will prevail. Please ensure that all assignments and reports are properly documented.
 
Students are referred to the following website for Seneca College Library style guides, Academic Honesty Policy and Copyright guidelines:  http:/senecacollege.ca/library
 
Dates for evaluations are specified in the weekly schedule addendum to this outline. The evaluation process may include, but is not limited to, tests, exams, assignments or presentations. Any absences or missed submissions due to medical or other reasons must be supported by medical or other appropriate documentation within one (1) week of the due date. The faculty and program area must be notified immediately in the event of a missed evaluation. Upon acceptance of the documentation, the weighting of the missed deliverable will normally be applied to the final exam.
 
English Competency
The ability to communicate effectively is essential for success in business. Therefore, you must demonstrate English competency in this course in both oral and written work. Ensure your written work includes correct sentence structure, spelling and punctuation. Always spell check, edit and proofread your work.
 
Grading is based on the following marking scheme:
 Formative Assessment 1:    40%
Summative Assessment:      30%
Final Exam:                           30%

Digital Media – Privacy
This course requires hands-on interaction with various digital media tools.  It is recommended that you read the privacy policy of any tools, websites or apps that may be used during assignments, online discussions, reports or presentations.  Note that most assignments and other course assessments involve publicly posting or sharing information.  This is essential to enable you to evaluate and compare various digital options.  If you have any concerns about utilizing digital media tools as described above, please contact your instructor directly to discuss alternatives.
 
Please retain this course outline document for future educational and/or employment use.

Program Coordinator
Danielle Mercier

Approved by: Jeff McCarthy