Subject 4 – Search Engine Marketing
WHAT WILL YOU LEARN?
This subject takes you through the world of search and the implementation of a search engine strategy. Start by examining the role of search, then move on to: strategic planning, organic search, social media optimisation and paid search. Discover why search is a crucial step in your digital marketing strategy and understand which strategies to use. You will learn how to focus your advertising in the search process and how to optimise your PageRank. Finally, you will delve into the world of paid search to understand how to improve your search rankings with pay-per-click, as well as cost management.
Topic 1: The Role of Search
Topic 2: Strategic Planning
Topic 3: Organic Search SEO
Topic 4: Social Media Optimisation
Topic 5: Paid Search and SEM
AT THE COMPLETION OF THIS SUBJECT YOU WILL BE ABLE TO…
Implement marketing strategies and tactics
Monitor marketing strategies and tactics
Evaluate and improve marketing performance
By completing this subject you will gain an in-depth understanding of the role of search and how to manage your search engine strategy. You will gain an understanding of organisational strategic and marketing objectives, plans and performance measures. You will understand the principles of a marketing mix, in the context of search engine management, in terms of paid, organic and social media optimisation. You will research and explore the key provisions of relevant legislation from all forms of government, codes of practice and national standards that may affect aspects of business operations.
DIPLOMA OF BUSINESS
ONLINE COURSE SUBJECTS
STUDY BLOCK 1
Learn the basics of marketing and understand how it has changed with the rise of the digital marketplace. Delve into the world of email marketing and discover its importance in the online marketing mix.
This subject is designed to equip you with the knowledge to develop your online marketing strategy across websites and social destinations.
Learn the fundamentals of a digital ecosystem as well as how to execute your website and content marketing strategy, plus the design and development of an integrated marketing communication plan.
STUDY BLOCK 2
Social Media Marketing teaches you to effectively engage with customers through various social media platforms.
This subject takes you through the world of search engines and the implementation of a search engine strategy.
This unit will give you in-depth grounding in Digital Advertising including how to plan and implement a paid digital display advertising campaign and what methods are available to digital advertisers.
STUDY BLOCK 3
Learn the fundamentals of eCommerce including the ideal structure of an eCommerce site and the ways in which site design impacts customer transactions.
This subject will help you create and manage a data strategy, allowing you to identify effective and ineffective strategies in order to determine your marketing spend.
Discover the full range of digital marketing strategies and how best to plan and implement those strategies. Learn how to brief different agencies, prioritise work and determine the phasing of your plan.