MKT 635 Syllabus

P a g e | 1 Syllabus Last Updated 1/19/2023 Graduate Course Syllabus MKT 635: Websites and SEM/SEO Center: Online Course Prerequisites None Course Description Differentiate between search engine marketing (SEM) and search engine optimization (SEO). Analyze the benefits and limitations of SEM and SEO strategies and explain how marketers can use these tools for effectively reaching customers. Employ SEO tactics to develop marketing initiatives and recommend SEM strategies to optimize campaign efforts. Course Outcomes • Utilize pay-per-click tactics in the development of marketing initiatives for supporting organizational goals • Develop marketing initiatives that employ search engine optimization tactics for supporting campaign goals of an organization • Analyze pay-per-click campaign performances for identifying opportunities to optimize digital marketing initiatives • Analyze website metrics to gain insight into visitor behaviors for informing strategic decisions that improve site performance • Recommend search engine marketing strategies that incorporate pay-per-click and search engine optimization tactics to improve future campaign efforts Required Materials Using your learning resources is critical to your success in this course. Please purchase directly through the SNHU Online Bookstore rather than any other vendor. Purchasing directly from the bookstore ensures that you will obtain the correct materials and that the IT Service Desk, your advisor, and the instructor can provide you with support if you have problems. The Art of SEO: Mastering Search Engine Optimization Eric Enge O'Reilly Media Third Edition 2015 ISBN: 978-1-4919-4896-5 Technical Requirements Make sure you've met the technical requirements to complete this course.

P a g e | 2 Syllabus Last Updated 1/19/2023 Diversity, Equity, and Inclusion As indicated in our core values, SNHU is committed to "embrace diversity where we encourage and respect diverse identities, ideas, and perspectives by honoring difference, amplifying belonging, engaging civilly, and breaking down barriers to bring our mission to life." This may or will be reflected in SNHU's curriculum as we embrace and practice diversity, equity, and inclusion (DEI) to provide the most transformative experience for our students, faculty, and staff. Because topics pertaining to DEI can be sensitive, please remember that embodying and practicing diversity, equity, and inclusion is one of our core values that you will encounter throughout the academic experience. In higher education, we are expected to think and engage critically. Use a growth mindset to embrace the diverse readings, course assignments, and experiences of your peers and faculty. For more information about DEI at SNHU, please visit our website at the Office of Diversity and Inclusion . Instructor Availability and Response Time Your class interaction with the instructor and your classmates will take place on a regular, ongoing basis. Your instructor will be actively engaged within the course throughout the week. You will normally communicate with your instructor in the weekly discussions or the General Questions discussion topic so that your questions and the instructor's answers benefit the entire class. You should feel free, however, to communicate with your instructor via SNHU email at any time, particularly when you want to discuss something of a personal or sensitive nature. Your instructor will generally provide a response within 24 hours. Instructors will post grades and feedback (as applicable) within seven days of an assignment's due date, or within seven days of a late submission. Grade Distribution Assignment Category Number of Graded Items Point Value per Item Total Points Discussions 6 20 120 Journal 1 50 50 Google Journal Assignments 8 5 40 Google Certification Submission 1 60 60 Quizzes 2 30 60 Final Project Milestone One 1 100 100 Milestone Two 1 100 100 Milestone Three 1 120 120 Final Project Submission 1 350 350 Total Course Points: 1,000 This course may also contain practice activities. The purpose of these non-graded activities is to assist you in mastering the learning outcomes in the graded activity items listed above.

P a g e | 3 Syllabus Last Updated 1/19/2023 University Grading System: Graduate Grade Numerical Equivalent Points A 93 - 100 4.00 A˗ 90 - 92 3.67 B+ 87 - 89 3.33 B 83 - 86 3.00 B˗ 80 - 82 2.67 C+ 77 - 79 2.33 C 73 - 76 2.00 F 0 - 72 0.00 I Incomplete IF Incomplete/Failure * W Withdrawn * Please refer to the policy page for information on the incomplete grade process. Grading Guides Specific activity directions, grading guides, posting requirements, and additional deadlines can be found in the Assignment Guidelines and Rubrics section of the course. Weekly Assignment Schedule All reading and assignment information can be found within each module of the course. Assignments and discussion posts during the first week of each term are due by 11:59 p.m. Eastern Time. Assignments and discussion posts for the remainder of the term are due by 11:59 p.m. of the student's local time zone. In addition to the textbook readings that are listed, there may be additional required resources within each module. Module Topics and Assignments 1 The Search Engine Results Page (SERP) and Search Engine Marketing (SEM) The Art of SEO: Mastering Search Engine Optimization, Chapters 1 and 2 1-1 Discussion: Introduction to SEM 1-2 Final Project Review 1- 3 Journal: SERP From the Consumer's Perspective 1-4 Review Google Analytics Journal Assignments (Non-Graded) 2 Paid Search and the Value of a Click 2-1 Discussion: PPC Marketing Tactics 2-2 Module Two Quiz 2-3 Google Journal Assignment 3 Developing PPC Campaigns The Art of SEO: Mastering Search Engine Optimization, Chapter 5 3-1 Final Project Milestone One: PPC Marketing Tactics 3-2 Google Journal Assignment