DM 230 Digital Search Marketing

Companies large and small continue to seriously invest in Search Engine Optimization (SEO), paid search, and other search marketing tactics. In this course students will learn the history of search marketing, its constantly shifting nature, and the fundamental principles that explain why it is such an effective form of marketing. Understanding why users interact with search listings can help marketers craft a better user experience, from the initial click all the way through conversion. To do this, students will learn how to improve a website’s content and structure by assessing its ability to rank well and developing an optimization plan. Students will also learn how Search Engine Marketing (SEM) or Pay-per-click (PPC) works and can be used to generate site visits and gain visibility through paid advertisements on search engines. Students will study successful case studies and work on hands-on projects.


3 credits


Fall, Winter, Spring