Sheridan Course Outlines

Land Acknowledgement

Sheridan College resides on land that has been, and still is, the traditional territory of several Indigenous nations, including the Anishinaabe, the Haudenosaunee Confederacy, the Wendat, and the Mississaugas of the Credit First Nation. We recognize this territory is covered by the Dish with One Spoon treaty and the Two Row Wampum treaty, which emphasize the importance of joint stewardship, peace, and respectful relationships.

As an institution of higher learning Sheridan embraces the critical role that education must play in facilitating real transformational change. We continue our collective efforts to recognize Canada's colonial history and to take steps to meaningful Truth and Reconciliation.

Section I: Administrative Information

Total hours: 42.0
Credit Value: 3.0
Credit Value Notes: N/A
Effective: Fall 2020
Prerequisites: N/A
Corequisites: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Program(s): Digital Marketing Foundations
Program Coordinator(s): N/A
Course Leader or Contact: N/A
Version: 20200914_00
Status: Approved (APPR)

Section I Notes: This course is offered online and blended. For the online course, access to the course materials will be available on Sheridan's Learning and Teaching Environment (SLATE). Online learning often involves assigned weekly readings, research, assignments, quizzes, and interactive and engaging activities such as discussion board participation and journal writing. Some courses may include live online class sessions which will involve learner participation. For the blended course, the number and schedule of in-class sessions varies by course. Students will be provided a schedule for their in-class and online sessions prior to the start of the term. The sessions may include a variety of interactive and engaging activities including discussions, workshops, group activities, role plays, case studies and presentations. Course materials and assignments will be provided on Sheridan's Learning and Teaching Environment (SLATE). Students will need reliable access to a computer and the internet.

Section II: Course Details

Detailed Description
Students explore the fundamental concepts of Search Engine Optimization (SEO). Students learn web analytics, keyword research and strategies, and the elements of the Periodic Table of SEO Success Factors. Through discussions and readings, students learn how to generate search traffic and assess the effectiveness of SEO efforts.

Program Context

Digital Marketing Foundations	Program Coordinator(s): N/A
This is a compulsory course in the Digital Marketing Foundations ROA

Course Critical Performance and Learning Outcomes

	Critical Performance:
	By the end of this course, students are expected to "have demonstrated an understanding of how to generate search traffic for a website using search engine optimization (SEO) tools and techniques."

Learning Outcomes:

To achieve the critical performance, students will have demonstrated the ability to:

Discuss the need for, and benefits of, Search Engine Optimization (SEO).
Identify the different elements of the Periodic Table of SEO Factors and describe their respective functions.
Discuss the role of keyword research in creating an effective keyword strategy.
Explain how to effectively utilize on-page and off-page tactics to generate search traffic.
Interpret website analytics data and identify opportunities for improvement.
Explain the relationship between SEO/SEM and content marketing.
Identify the essential elements of an SEO Action Plan.
Describe how new and emerging technologies are impacting SEO.

Evaluation Plan
Students demonstrate their learning in the following ways:

Evaluation Plan: IN-CLASS & ONLINE INSTRUCTION

	Test 1	20.0%
	Test 2	25.0%
	Term Assignment Part 1	15.0%
	Term Assignment Part 2	15.0%
	Quizzes	15.0%
	Discussion Board	10.0%
	Total	100.0%

Evaluation Notes and Academic Missed Work Procedure:

TEST AND ASSIGNMENT PROTOCOL

The following protocol applies to every course offered by Continuing and Professional Studies.

1. Students are responsible for staying abreast of test dates and times, as well as due dates and any special instructions for submitting assignments and projects as supplied to the class by the instructor.

2. Students must write all tests at the specified date and time. Missed tests, in-class/online activities, assignments and presentations are awarded a mark of zero. The penalty for late submission of written assignments is a loss of 10% per day for up to five business days (excluding Sundays and statutory holidays), after which, a grade of zero is assigned. Business days include any day that the college is open for business, whether the student has scheduled classes that day or not.  An extension or make-up opportunity may be approved by the instructor at his or her discretion.

Evaluation Plan: ONLINE

	Test 1	20.0%
	Test 2	25.0%
	Term Assignment Part 1	15.0%
	Term Assignment Part 2	15.0%
	Quizzes	15.0%
	Discussion Board	10.0%
	Total	100.0%

Evaluation Notes and Academic Missed Work Procedure:

TEST AND ASSIGNMENT PROTOCOL

The following protocol applies to every course offered by the Faculty of Continuing and Professional Studies

1. Students are responsible for staying abreast of test dates and times, as well as due dates and any special instructions for submitting assignments and projects as supplied to the class by the instructor.

2. Students must write all tests at the specified date and time. Missed tests, in-class/online activities, assignments and presentations are awarded a mark of zero. The penalty for late submission of written assignments is a loss of 10% per day for up to five business days (excluding Sundays and statutory holidays), after which, a grade of zero is assigned. Business days include any day that the college is open for business, whether the student has scheduled classes that day or not.  An extension or make-up opportunity may be approved by the instructor at his or her discretion.

Provincial Context
The course meets the following Ministry of Colleges and Universities requirements:

Prior Learning Assessment and Recognition
PLAR Contact (if course is PLAR-eligible) - Office of the Registrar

Not Eligible for PLAR

Section III: Topical Outline

Some details of this outline may change as a result of circumstances such as weather cancellations, College and student activities, and class timetabling.

Print	Instruction Mode	Professor	Applicable Student Group(s)
	Online	Multiple Professors	Continuing and Professional Studies Students: Online
	In-class & Online Instruction	N/A	Continuing and Professional Students: Hybrid

Sheridan Policies

It is recommended that students read the following policies in relation to course outlines:

Academic Integrity
Copyright
Intellectual Property
Respectful Behaviour
Accessible Learning

All Sheridan policies can be viewed on the Sheridan policy website.

Appropriate use of generative Artificial Intelligence tools: In alignment with Sheridan's Academic Integrity Policy, students should consult with their professors and/or refer to evaluation instructions regarding the appropriate use, or prohibition, of generative Artificial Intelligence (AI) tools for coursework. Turnitin AI detection software may be used by faculty members to screen assignment submissions or exams for unauthorized use of artificial intelligence.

Course Outline Changes: The information contained in this Course Outline including but not limited to faculty and program information and course description is subject to change without notice. Nothing in this Course Outline should be viewed as a representation, offer and/or warranty. Students are responsible for reading the Important Notice and Disclaimer which applies to Programs and Courses.

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