BUS 128 Search Engine Marketing

5 CR

Search Engine Marketing is the process of promoting a web site, product or company through both search engine optimization and search advertising. This course examines ways to improve traffic to the web site by improving the ranking in search engine results and paid advertising. Become familiar with different types of marketing data and learn to combine them to answer business questions. Develop a measurement plan for a marketing campaign, and learn to set up the plan so it generates actionable data.
Prerequisite(s): Basic understanding of web technologies and marketing concepts is expected.