Curricula

Objectives

The object of the course
Companies need traffic in their website and excellent visibility in their search engines. Profitability requires continuous work in the digital marketing area. The object of the course is to offer practical knowledge of the search engine marketing (SEM) and search engine optimization (SEO).

Course Competences
Learning to learn
Operating in a workplace

The learning objects the course
In this course you study marketing and visibility in the search engines. Upon completion of this course you will be able to understand the main concepts and the contents of the search engine marketing and you understand the importance of the search engine marketing as a part of the customers buying process and the role in the digital marketing. You are able to plan and implement search engine marketing to increase the company visibility and sales. You are also able to measure and evaluate the results of the search engine marketing activities.

Content

Search Engine marketing definitions, theories and concepts Keyword search Content strategy; search engine marketing (SEO) and social media Google-ads advertising campaign
Analysing; optimization, key word advertising Reporting to the customer

Time and location

Shah, M. Shah, H. More, A. 2021. Search Engine Optimization: Google & Other Platforms. International Research Journal of Innovations in Engineering and Technology; Dharmapuri Vol. 5, Iss. 12.

Google Skillshop: Google Ads Search Certification Course: https://skillshop.exceedlms.com/student/path/18128-google-ads-search-certification

Google Search Central: Search Engine Optimization (SEO) Starter Guide
https://developers.google.com/search/docs/beginner/seo-starter-guide

How to Develop a Competitive Research Workflow using Semrush's SEO Toolkit
https://www.semrush.com/academy/courses/competitive-analysis-and-keyword-research-course/

Search Engine Journal: related articles instructed by the teacher.

Learning materials and recommended literature

The art of SEO. Sebastopol (CA): O'Reilly, Yared, K. 2021. The Complete SEO & SEM Guide.

Pain, G. 2019. Marketing automation and online marketing: Automate your business through marketing best practices such as email marketing and search engine optimization.

Teaching methods

The course is divided into different learning themes. Each theme contains the following steps supporting students learning process:
1. Expertise lecture relating to each theme/track and assignments
2. Business life visitor (to be confirmed, different visitors for each term)
3. Individual and group assignments relating to each theme/track
4. Certificates/Qualifications: independent study and individual qualification exam
Student get access to the Semrush Academy service.

Practical training and working life connections

Expert lectures

Exam dates and retake possibilities

No exam, course grading will be based on group work and individual assignments. Individual assignments are Google Ads Search Certification and How to Develop a Competitive Research Workflow using Semrush's SEO Toolkit Certificate

Student workload

Lectures and group work support 18 h, individual work 55 h, group work 65 h.

Content scheduling

Search Engine marketing definitions, theories and concepts
Search Engine Optimization (SEO)
Content strategy
Google-ads advertising campaign
Analysing methods for SEO and SEM
Reporting

Further information for students

Avoin amk 10

Evaluation scale

0-5

Evaluation criteria, satisfactory (1-2)

Adequate 1
You understand the main concepts, theories and methods of search engine marketing and you are able to describe the implementation with them. You address the topic from different points of view. You interpret the results and present development suggestions. You work in different problem solving situations independently and according to given instructions. You recognise your interaction skills and you are able work in a goal-oriented way in groups. You disclose and rationalise your perspectives. You take responsibility for your work. You can evaluate and recognise the objects of improvement in your own expertise in relation to search engine marketing. Your reporting is illustrative but contains some illogicalities and shortcomings. Your text is unstructured and there repeatedly occur some language and style errors. There are some deficits complying with JAMK reporting instructions.

Satisfactory 2
You understand the main concepts, theories, and methods of search engine marketing and you are able to implement these in the rationalisation of your conclusions. You can present applicable solutions based on the results. You have the practical skills to survive known situations. You can co-operate responsibly in problem-solving situations. You can adapt and develop your interaction skills to different situations. You take responsibility for your peers work. You can evaluate and recognise the objects of improvement in your own expertise in relation to search engine marketing. Your reporting is logical and illustrative but has some shortcomings. Your text is unstructured and there repeatedly occur some language and style errors. There are some deficits complying JAMK reporting instructions.

Evaluation criteria, good (3-4)

Good 3
You can analyse and categorise the main concepts and theories of search engine marketing in your conclusions. You can combine different knowledge, skills and methods in problem solving situations. You can analyse and compare results and present an applicable solution based on them. You manage the practical skills you need to work independently. You show skills of solving problems related to this line of business. You can organise and take responsibility for your group’s work. You can argument your points of view in interaction. You can analyse and reason your expertise and improvement points in search engine marketing. Your reporting is coherent, justifiable and illustrative. Your text is structured and there occurs occasional language and style errors. You follow JAMK reporting instructions.

Very good 4
You can evaluate, analyse and utilise the main concepts and theories of search engine marketing in your conclusions. You can evaluate and explain the results and the process leading to them based on the set objectives. You show the ability to differentiate the relevant aspects and make a justifiable decision in multifunctional problems within this line of business. You can present applicable conclusions and development suggestions. You possess practical skills in which you apply the knowledge. You can organise the work of the community and take responsibility for the group tasks and problem solving. You are able to have reciprocal discussion aiming at overall understanding and strengthening co-operation between the participants. You take responsibility for the development of the group and the individuals in it. You can analyse your expertise in different sectors reflectively and show your improvement in regards to search engine marketing. Your reporting is logical, analytical and professional. Your text is structured, fluent and mainly error-free. You follow JAMK reporting instructions.

Evaluation criteria, excellent (5)

Excellent 5
You can critically evaluate and utilise the main theories, concepts, research, methods and principles of search engine marketing in your solutions. You can define and interpret the central concepts and theories in this line of business based on accurate knowledge and research publications. You can produce new points of view and make generalisations. You evaluate, analyse and compare the process, results and recommendations in relation to set objectives and criteria. You possess the practical skills to develop the operations. You lead in a goal-oriented way, by taking responsibility for the projects and tasks in complicated problem solving situations. You work in co-operation and produce new and creative solutions by anticipating changes in the operating environment. You take responsibility for the development of the group and the individuals in it. You are able to have reciprocal discussion aiming at overall understanding and strengthening co-operation between the participants. You reflect and develop your expertise in marketing critically, comprehensively and diversely. Your report cogently, presenting a logical and clear entity. You show critical thinking and your text is argumentative, insightful and almost error-free. You follow JAMK reporting instructions.

Prerequisites

Principles of marketing

Further information

Google Ads Search Certification and SEMrush Competitive Analysis and Keyword Research Test are a part of course contents.