SMD103 - Search Engine Strategies

Outline information
Semester
Schools offering this subject
Last revision date Sep 18, 2013 2:32:12 PM
Last review date Sep 18, 2013 2:32:12 PM

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
SMD103 is a compulsory credit subject for students in the Social Media Communication Graduate Certificate. It is a pre-requisite for the remaining courses of the Social Media 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 (Search Engine Optimization) and PPC (Pay-Per-Click).
4. Advocate the use of white hat SEO (Search Engine Optimization) practices to maintain organizational integrity.
5. 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.

Academic Integrity
Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca's commitment to deliver high-quality education and teaching excellence, while supporting a positive learning environment. Ensure that you are aware of Seneca's Academic Integrity Policy which can be found at: http://www.senecacollege.ca/about/policies/academic-integrity-policy.html Review section 2 of the policy for details regarding approaches to supporting integrity. Section 2.3 and Appendix B of the policy describe various sanctions that can be applied, if there is suspected academic misconduct (e.g., contract cheating, cheating, falsification, impersonation or plagiarism).

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