Search Engine Marketing

Catalog description

This course will address the specific strategies and tactics to execute Search Engine Optimization (SEO) and Search Engine Marketing (SEM) programs. By the end of this class, students will have learned the basic tags for organic search optimization and how to update web page content to maximize visibility on Google, Bing & Yahoo. Students will also learn how to develop keyword lists, ad copy, etc. and in turn optimize for performance in paid search programs like Google's AdWords and Bing/Yahoo's AdCenter platforms.The course is an elective choice in the MBA major in marketing and in the MS in Marketing program. It is a general elective for students in other MBA majors.Pre- or Corequisite: MKT 9703