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Search Engine Marketing | MKTG.X410

Your web site is your marketing window to the world. But how will the world find you and will they stay once they arrive? How can you score better with search engines by having an active organic search (SEO) program? When does it pay to advertise online and use SEM/PPC campaigns? What are the options? How do I track spending and results? How do I use Social Media to improve my search engine rankings and what tools are available? Find answers to these questions and learn to create a complete and effective Web-marketing program.

This interactive, hands-on course employs live case studies and projects to explore the uses of blogs, micro-blogs, animation, videos and online competitions. Bring your own interactive marketing needs to class and learn first hand how to cut through the noise and promote your company and products online.

  • Search Engine Optimization: Gain as much as exposure as possible through organic search
  • Search Engine Marketing: Get results from pay-per-click and other ad programs
  • Using Social Media to help build your search marketing programs
  • Beyond Google and Bing: The other ways to win online
  • Measurement and analytics: Major tools and statistics
  • Lead tracking and conversion
  • Tie-ins with other marketing communication programs including integrating email, display and print

Learning Outcomes

At the conclusion of the course, you should be able to:

  • Understand the underlying approach that search engines use to return search results
  • Be able to communicate with development team to accomplish best practices in organic search engine optimization
  • Understand the basics of the Google Ads advertising environment
  • Create and optimize your first Google Ads campaign

*See section notes for Required Tools and Materials.

Have a question about this course?
Speak to a student services representative.
Call (408) 861-3860
  • Save your seat and help us confirm course scheduling. Enroll at least seven days before your course starts.
  • ACCESSING CANVAS—Learn more about accessing your course on Canvas in our FAQ section.
This course is related to the following programs:

Sections Open for Enrollment:

Open Sections and Schedule
Start / End Date Units Cost Instructor
03-28-2022 to 05-02-2022 2.0 $700

Robert M Durstenfeld



Date: Start Time: End Time: Meeting Type: Location:
Mon, 03-28-2022 6:00 p.m. 9:30 p.m. Flexible SANTA CLARA / REMOTE
Mon, 04-04-2022 6:00 p.m. 9:30 p.m. Flexible SANTA CLARA / REMOTE
Mon, 04-11-2022 6:00 p.m. 9:30 p.m. Flexible SANTA CLARA / REMOTE
Mon, 04-18-2022 6:00 p.m. 9:30 p.m. Flexible SANTA CLARA / REMOTE
Mon, 04-25-2022 6:00 p.m. 9:30 p.m. Flexible SANTA CLARA / REMOTE
Mon, 05-02-2022 6:00 p.m. 9:30 p.m. Flexible SANTA CLARA / REMOTE