Search Marketing

Catalog description

This course in search marketing expands on the student’s exposure to marketing strategies by employing search engines as an effective marketing tool in the digital world. Students will go through the process of evaluating search related marketing strategies by using avenues available through both search engine optimization and pay per click methods in order to realize the marketing objectives set forth by an organization. Students will learn to use the data of consumer searches and browsing usage to make decisions about market segmentation, target market selection, search terms accompanying target markets, product positioning based on search terms and appropriate budgeting to accomplish marketing objectives.