MKTG07081 2016 Search Engine Marketing

General Details

Full Title
Search Engine Marketing
Transcript Title
Search Engine Marketing
N/A %
Subject Area
MKTG - Marketing
MRKT - Marketing, Tourism and Leisure
07 - NFQ Level 7
05 - 05 Credits
Start Term
2016 - Full Academic Year 2016-17
End Term
9999 - The End of Time
Alan Kelly
Programme Membership
SG_BDIGI_B07 201900 Bachelor of Business in Digital Marketing

This module will provide the students with the practical and theoretical skills necessary to promote internet based material using popular search engines. Both paid and non-paid promotional techniques are examined with best practise solutions provided. The students are provided with the opportunity to complete the Google Adwords Fundamental accreditation programme as part of this module

Learning Outcomes

On completion of this module the learner will/should be able to;


Planning a SEO Campaign


Analyse existing SEO campaigns and determine best practise


Manage Pay for inclusion and Google Adwords programmes


Measure results and identify key metrics across various platforms

Teaching and Learning Strategies

The teaching is geared towards the students gaining industry specific accreditation. Similar assessment will be provided for those who do not wish to take the external accreditation programme.

The module is a mix of theory and hands-on computer based practise 

Module Assessment Strategies

This module is 100% Continuous Assessment. The students will have the opportunity to take Industry specific accreditation as part of the assessment schedule

Repeat Assessments

Repeat assessment can be either practical project based or repeat external accreditation.

Indicative Syllabus

Planning a SEO Campaign

Understand how search engines work

Identifying the target audience and their on-line habits

Keyword research and monitoring

Differentiating the various platforms available (Social, Search Engines, Images & Video searches, Blogs, Twitter, Mobile etc)


Analyse existing SEO campaigns and determine best practise

Analyse and Report on existing campaigns

Identify industry specific keywords and phrases over various platforms

Suggest and where possible apply good SEO techniques

Document SEO progression including positive and negative consequences


Manage Pay for inclusion and Google Adwords programmes

Pay Per Click (PPC) V Pay Per Mille (PPM)

Bidding strategy for Keywords

Paid for inclusion sites (Yellowpages, Industry directories etc)

Paid advertising on social platforms including image and Video searches

Search Engine paid advertisements

Google Adwords Management


Measure results and identify key metrics across various platforms

Identify Key Metrics

Monitor progression of these metrics over a timeline

Compare metrics and suggest amendments to improve where necessary

Coursework & Assessment Breakdown

Coursework & Continuous Assessment
100 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 SEO Research Project Project 25 % Week 4 2
2 SEO Project Project Project 25 % OnGoing 1,2,4
3 External/Practical Assessment Practical Practical Evaluation 50 % End of Semester 1,2,3,4

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Flat Classroom Theory Class 1 Weekly 1.00
Practical Computer Laboratory Practical 2 Weekly 2.00
Independent Learning Not Specified Self Directed 2 Weekly 2.00
Total Full Time Average Weekly Learner Contact Time 3.00 Hours

Required & Recommended Book List

Recommended Reading
2013-12-04 Google Advertising Fundamentals Exam Prep Guide for AdWords Certification ( Exam Prep Series) (Volume 1) CreateSpace Independent Publishing Platform
ISBN 1493705318 ISBN-13 9781493705313

Last revised in December 2015, this guide prepares you to pass Googles Fundamentals Exam on the first try. If its on the test, then its in this guide. Every question the author has seen on real tests can be answered with the material. It presents just what you need to know.

Praise for the Exam Prep Series:

Explains all angles of the certification, from benefits to the way Google handles its partners. - Andrew Kobylarz, Account Executive

Reminds me of the strong test preps I did for my GMAT. - Jordan Bell, Marketing Manager

Bottom line: Get this book if you have some basic hands-on knowledge of AdWords and you are looking to pass the AdWords test and join the Google Partner Program. - Elie Orgel, SEO Director

This digital marketing credential is held by those with job titles like PPC Analyst, Account Executive, Online Media Buyer, Search Supervisor, Search Engine Specialist, Demand Generation Analyst, Search Engine Marketing Manager, Online Advertising Manager, PPC Manager, Client Manager, and maybe most commonly: Account Manager. Jobs, sales, and career promotions are awarded to those with the AdWords qualification who can be trusted to optimize search engine marketing campaigns. This guide shortens the time and experience it takes to get certified.

Module Resources

Non ISBN Literary Resources


URL Resources