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MKT46200

Academic Year 2024/2025

Advanced SEO & SEA (MKT46200)

Subject:
Marketing
College:
Business
School:
Business
Level:
4 (Masters)
Credits:
7.5
Module Coordinator:
Mr Shane Lyons
Trimester:
Spring
Mode of Delivery:
On Campus
Internship Module:
No
How will I be graded?
Letter grades

Curricular information is subject to change.

ince Google’s inception in 1997, search engine optimization (SEO) has grown increasingly nuanced each year. Not only does this course aim to make you an expert at SEO as it is today, it also sets you up to anticipate and adapt to future algorithm tweaks. As well as SEO we will also be focusing on search engine marketing or PPC (pay per click). You’ll learn how to design and optimise a PPC account that will perform and deliver positive returns on major search engines.

About this Module

Learning Outcomes:

What Will I Learn?

• Upon completion of this course, students will have advanced knowledge of how search engines work, the difference between SEO and PPC and how the two channels can best work together.
• They will choose a client/website to work on and create an AdWords account with a view to driving PPC traffic to that site.
• From an SEO perspective they will benchmark their chosen sites Organic performance and then carry out best practice SEO techniques to improve and boost performance.
• They will also learn about Google Analytics and its importance in measuring on-site actions.
• Over the course of the module the students will complete the Google Ads exams and so will be Google certified
• In the final two weeks the students will present their search strategies to the wider team and touch on insights, discoveries they have made.

Student Effort Hours:
Student Effort Type Hours
Lectures

24
Autonomous Student Learning

144
Total

168

Approaches to Teaching and Learning:
In-class participation, interactive lectures, individual assignments (in and out of class), group work

Requirements, Exclusions and Recommendations

Not applicable to this module.


Module Requisites and Incompatibles
Not applicable to this module.
 

Assessment Strategy
Description Timing Component Scale Must Pass Component % of Final Grade In Module Component Repeat Offered
Participation in Learning Activities: Class participation (individual) Week 1, Week 2, Week 3, Week 4, Week 5, Week 6, Week 7, Week 8, Week 9, Week 10, Week 11, Week 12 Graded No
20
 No
Quizzes/Short Exercises: In class quiz (individual) Week 6 Graded No
30
 No
Group Work Assignment: Applied Project (Group) Week 12 Graded No
50
 No

Carry forward of passed components
No
 

Resit In Terminal Exam
Summer No
Please see Student Jargon Buster for more information about remediation types and timing. 

Feedback Strategy/Strategies

• Group/class feedback, post-assessment

How will my Feedback be Delivered?

We will debrief assignments in class or via a debriefing document

Timetabling information is displayed only for guidance purposes, relates to the current Academic Year only and is subject to change.
Spring Lecture Offering 1 Week(s) - 20, 21, 22, 23, 24, 25, 29, 30, 31 Fri 14:00 - 15:50
Spring Lecture Offering 1 Week(s) - 26 Fri 14:00 - 15:50
Spring Presentation Offering 1 Week(s) - 33 Fri 14:00 - 17:50
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