Module Database Search
| MODULE DESCRIPTOR | |||
|---|---|---|---|
| Module Title | |||
| Search Marketing | |||
| Reference | CB4009 | Version | 4 |
| Created | February 2024 | SCQF Level | SCQF 10 |
| Approved | October 2018 | SCQF Points | 15 |
| Amended | April 2024 | ECTS Points | 7.5 |
| Aims of Module | |||
|---|---|---|---|
| To develop students with a critical understanding of how to organise, plan, implement and control a search marketing strategy within a broader digital marketing framework. | |||
| Learning Outcomes for Module | |
|---|---|
| On completion of this module, students are expected to be able to: | |
| 1 | Evaluate how search marketing can increase website traffic for lead generation, customer acquisition and conversion. |
| 2 | Demonstrate a strong understanding of search marketing tools and techniques in the context of web architecture. |
| 3 | Analyse and report on the success of search marketing activities. |
| 4 | Critically examine emerging concepts within search marketing and assess their impact in an organisational context. |
| Indicative Module Content |
|---|
| This module assesses search marketing strategy and tactics, such as search engine optimisation (SEO) and pay-per-click advertising (PPC). It explores how to maximise company visibility on key search engines, and examines the role of website architecture, landing pages and user experience in a successful search campaign. A range of practical digital tools will be applied to devise, implement and measure search marketing activities. It engages students with UNESCO's Education for Sustainable Development Critical Thinking and Integrated Problem Solving competencies, allowing students to develop and reflect on how to optimise an existing brand's search marketing performance whilst providing appropriate recommendations. |
| Module Delivery |
|---|
| This module is delivered via a combination of lectures and lab tutorials and supported by independent self-directed study. |
| Indicative Student Workload | Full Time | Part Time |
|---|---|---|
| Contact Hours | 36 | N/A |
| Non-Contact Hours | 114 | N/A |
| Placement/Work-Based Learning Experience [Notional] Hours | N/A | N/A |
| TOTAL | 150 | N/A |
| Actual Placement hours for professional, statutory or regulatory body |
| ASSESSMENT PLAN | |||||
|---|---|---|---|---|---|
| If a major/minor model is used and box is ticked, % weightings below are indicative only. | |||||
| Component 1 | |||||
| Type: | Coursework | Weighting: | 100% | Outcomes Assessed: | 1, 2, 3, 4 |
| Description: | Individual Portfolio Assessment | ||||
| MODULE PERFORMANCE DESCRIPTOR | |
|---|---|
| Explanatory Text | |
| The calculation of the overall grade for this module is based on 100% weighting of C1. An overall minimum grade D is required to pass the module. | |
| Module Grade | Minimum Requirements to achieve Module Grade: |
| A | The student needs to achieve an A in C1. |
| B | The student needs to achieve a B in C1. |
| C | The student needs to achieve a C in C1. |
| D | The student needs to achieve a D in C1. |
| E | The student needs to achieve an E in C1. |
| F | The student needs to achieve an F in C1. |
| NS | Non-submission of work by published deadline or non-attendance for examination |
| Module Requirements | |
|---|---|
| Prerequisites for Module | None. |
| Corequisites for module | None. |
| Precluded Modules | None. |
| ADDITIONAL NOTES |
|---|
| Students who engage with this module through attendance and participation will be exposed to the following Meta Skills: Adapting, Collaborating and Curiosity. |
| INDICATIVE BIBLIOGRAPHY | |
|---|---|
| 1 | CHAFFEY, D. and ELLIS-CHADWICK, F., 2022. Digital Marketing: Strategy, Implementation and Practice. Harlow: Pearson Education Limited. |
| 2 | KINGSNORTH, S., 2022. The Digital Marketing Handbook: Deliver Powerful Digital Campaigns. London: Kogan Page Limited. |
| 3 | MATTA, H., GUPTA, R. and AGARWAL, S., 2020, June. Search Engine optimization in Digital Marketing: Present Scenario and Future Scope. In 2020 International Conference on Intelligent Engineering and Management (ICIEM) (pp. 530-534). IEEE. |
| 4 | BHANDARI, R.S. and BANSAL, A., 2018. Impact of Search Engine Optimization as a Marketing Tool. Jindal Journal of Business Research, Vol 7, Issue 1, pp. 23 – 36. |
| 5 | DAS, S., 2021. Search engine optimization and marketing: A recipe for success in digital marketing. London: CRC Press. |
| 6 | TODD, K., 2017. Introduction to search engine marketing and AdWords. Wheaton, Illinois : Apress. Available as Ebook. |
| 7 | Additional Materials: MOZ, 2022. Blog. [online]. Moz. Available from: https://moz.com/blog Search Engine Land, 2022. Blog. [online]. Search Engine Land. Available from: https://searchengineland.com/ |