|Prerequisites for Module|
None in addition to course entry requirements or equivalent.
Aims of Module
Learning Outcomes for Module
On completion of this module, students are expected to be able to:
Indicative Module Content
Introduction to search marketing; search marketing development and digital convergence in an international context; online consumer behaviour; the buy or make decision and the role of the search marketing agency; the role of paid search, affiliate marketing, social network optimisation and search engine optimisation in the online marketing mix; online brand development; how search marketing strategy translates into operations activities; getting to grips with landing page development, web writing, usability, personalisation, web development and web management; building traffic and measuring success through return on investment optimisation; an overview of the website benchmarking landscape; implementation of the search marketing plan and the search marketers toolkit; online media buying and trading online.
Indicative Student Workload
|Mode of Delivery|
The module is delivered in taught mode by lectures, interactive group work, case study tutorials and directed self study.
The module is delivered in distance learning mode by self directed learning from web-based learning materials, supported by seminars and/or online support.
This module is assessed by portfolio coursework.