Module Overview

This module is primarily concerned with providing the learner with the knowledge, competencies and skills to understand and implement search marketing activity in an organisation. It will provide the learner with an extensive grounding in enabling technologies and tools and how they link with a search marketing strategy. The module aims to reflect what is happening in the world of search marketing today and provide the learner with the most current knowledge and skills. The learner will receive a rigorous and solid immersion in how to organise, plan, implement and control a search marketing strategy within a broader digital marketing framework. It explores how search marketing can increase traffic building for lead generation, customer acquisition and conversion. Web analytics and campaign reporting are also explored.