Search engine marketingLaajuus (5 cr)

Objective

You understand the key concepts and content of search engine marketing.
You recognise and understand the importance of search engine marketing as part of an organisation's digital marketing.
You know how to plan and implement search engine marketing from the perspective of the organisation's goals.
You know how to evaluate the results of search engine marketing.

Content

What are the key concepts of search engine marketing, and what does it include?
What is the significance and role of search engine marketing as part of an organisation's digital marketing?
How is search engine marketing planned and implemented considering organisational goals?
How are the results of search engine marketing measured and analysed?

Evaluation

Students can
a) use professional vocabulary systematically related to search engine marketing.
c) identify search engine marketing interrelated tasks.
e) use the key models, methods, software and techniques of search engine marketing.