Module Details

Module Code: MKTG
Module Title: SEO and Search Engine Marketing
Title: SEO and Search Engine Marketing
Module Level:: 7
Credits:: 5
Module Coordinator: Myles Kelly
Module Author:: Deirdre Treacy
Domains:  
Module Description: This module will provide participants with opportunities to improve both their theoretical knowledge and practical skills of Search Engine Optimisation (SEO) and Search Engine Marketing (SEM).
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Understand the role of Search Engine Optimisation & Search Engine Marketing, including tools and strategies for best practice
LO2 Distinguish between individual factors impacting on and off-page Search Engine Optimisation, design tests to assess efficacy and analyse a company's position both in isolation of and against stakeholders
LO3 Plan, create, optimise and measure a profitable Google Search Campaign
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is recommended before enrolment in this module.
No recommendations listed
Co-requisite Modules
No Co-requisite modules listed
Additional Requisite Information
No Co Requisites listed
 
Indicative Content
On-Page & Technical Search Engine Optimisation
Explore the on-site tactics that help search engines to better understand and rank website content as well as the aspects of a site that directly impact the indexing and crawling by search engines
Content Marketing & Social Media
Gain skills in off-page tactic including link building, content marketing & social media to create a comprehensive SEO strategy
AdWords Campaign Management
Understand how to plan, create & optimise a Google Search Campaign targeting the appropriate audience.
Google Professional Certification
Identification of & preparation for professional accreditation that Google offers to individuals who demonstrate proficiency in basic and advanced aspects of Google Ads
Module Content & Assessment
Assessment Breakdown%
Continuous Assessment100.00%

Assessments

Full Time

Continuous Assessment
Assessment Type Project % of Total Mark 50
Timing n/a Learning Outcomes 1,2
Non-marked No
Assessment Description
Using an existing case study or business, apply knowledge of SEO
Assessment Type Project % of Total Mark 50
Timing n/a Learning Outcomes 3
Non-marked No
Assessment Description
Using an existing case study or business, research, plan & create an Google AdWords Campaign as a part of an existing Digital Marketing Strategy. Guided by best practice, advise on optimisation & measurement.
No Project
No Practical
No End of Module Formal Examination
Reassessment Requirement
Exam Board
It is at the discretion of the Examination Board as to what the qualifying criteria are.

SETU Carlow Campus reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Workload Category Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lab/Lecture Contact Labs/ Lectures covering theoretical & practical aspects of SEO & Search Applications Every Week 3.00 3
Independent Learning Non Contact Independent study to meet learning outcomes of module Every Week 6.00 6
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Workload Category Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lab/Lecture Contact Labs/ Lectures covering theoretical & practical aspects of SEO & Search Applications Every Week 1.50 1.5
Independent Learning Non Contact Independent study to meet learning outcomes of module Every Week 7.50 7.5
Total Weekly Contact Hours 1.50
 
Module Resources
Recommended Book Resources
  • Adam Clarke. (2021), SEO 2021 Learn Search Engine Optimization With Smart Internet Marketing Strategies: Learn SEO with smart internet marketing strategies, Independently published, p.257, [ISBN: 978013419508].
  • Jason McDonald. (2019), Google Ads (AdWords) Workbook, Independently published, p.351, [ISBN: 1795757930].
Supplementary Book Resources
  • Tracy L. Tuten,Michael R. Solomon. (2018), Social Media Marketing, SAGE Publications Limited, p.448, [ISBN: 9781526423870].
  • Dave Chaffey,Fiona Ellis-Chadwick. (2019), Digital Marketing, Pearson Higher Education, p.576, [ISBN: 1292241578].
This module does not have any article/paper resources
Other Resources
Discussion Note: