Search Engine Advertising

Catalog description

Three hours seminar per week Prerequisite(s): Junior Standing Presents and analyzes contemporary search engine advertising; computer automated buying and selling of digital advertising spots according to search queries. The course employs an experiential learning program through a semester-long search engine advertising project as part of Google Non-profit Marketing Immersion program. In this program, the students are matched with a real-life non-profit client in order to build and run a 4-week-long search engine advertising campaign with a $10,000 budget provided by Google Ad Grants. Repeat 2 times up to 6 units