Websites and search engine marketingLaajuus (5 cr)

Objective

You can assess and develop the relevance, functionality and user-centricity of a company's website.
You are able to assess the importance of search engine marketing as a key part of digital marketing.
You are able to plan and implement search engine marketing from the point of view of the strategic objectives of the company.
You are able to measure and evaluate the results of search engine marketing and use them in marketing development.

Content

What are user-centered websites like, and how is traffic generated and measured?
What is the role of search engine marketing as part of a company's digital marketing?
How is search engine marketing designed and implemented in relation to the strategic objectives of the company?
How are search engine marketing results measured, analyzed and used in marketing development?

Evaluation

Students can
a. gather, process, produce and evaluate information about the website and search engine marketing.
d. develop the company's website and search engine marketing.
e. evaluate the results of search engine marketing.

Qualifications

BBA degree or equivalent knowledge