Search Engine Marketing
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  I: Administrative Information   II: Course Details   III: Topical Outline(s)  Printable Version
Section I: Administrative Information
  Total hours: 42.0
Credit Value: 3.0
Credit Value Notes: N/A
Effective: Fall 2018
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
Status: Approved (APPR)

Section I Notes: This is offered in a blended format and entirely online. 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 online portion of the course is offered through Sheridan's Learning and Teaching Environment (SLATE). For the online course, all instruction is delivered through the Learning Management System. Online learning often involves assigned weekly readings, research, assignments, quizzes, journal writing and discussion boards. Some courses may include live online class sessions which will involve learner participation. Students will need reliable access to a computer and the internet.

Section II: Course Details

Detailed Description
Students learn the fundamental concepts of Search Engine Optimization (SEO). Students explore web analytics and Google's Ranking algorithm in order to maximize marketing impact. Through discussions and readings, students learn about synthesizing online community engagement strategies and a digital media advertising campaigns.

Program Context

Digital Marketing Foundations Program Coordinator(s): N/A
This course is the final course within the Digital Marketing Management Recognition of Achievement (ROA) program. This course contributes to the graduate's ability to integrate search engine optimization techniques within the context of a digital media advertising campaign.

Course Critical Performance and Learning Outcomes

  Critical Performance:
By the end of this course, students will have demonstrated the ability 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:

  1. Identify search engine optimization (SEO) strategies to maximize marketing impact.
  2. Select keywords that produce the best results for the marketing plan.
  3. Assess the on-page and off-page SEO techniques used on a website.
  4. Use marketing analytic tools for SEO and marketing strategy analysis.
  5. Direct content strategy using keyword and planner tools.
  6. Formulate a holistic search engine optimization plan for a website.
  7. Maximize return-on-investment of SEO tools and techniques.
  8. Select vendors for a search engine marketing strategy that can meet client needs.
  9. Develop a business case for a search engine optimization strategy.

Evaluation Plan
Students demonstrate their learning in the following ways:

 Weekly quizzes (14 x 2%)28.0%
 Test 120.0%
 Test 225.0%
 Term Report part 113.0%
 Term Report part 214.0%

Evaluation Plan: ONLINE
 Weekly quizzes (14 x 2%)28.0%
 Test 120.0%
 Test 225.0%
 Term Report part 113.0%
 Term Report part 214.0%

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 Training, 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

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

Academic Integrity: The principle of academic integrity requires that all work submitted for evaluation and course credit be the original, unassisted work of the student. Cheating or plagiarism including borrowing, copying, purchasing or collaborating on work, except for group projects arranged and approved by the professor, or otherwise submitting work that is not the student's own, violates this principle and will not be tolerated. Students who have any questions regarding whether or not specific circumstances involve a breach of academic integrity are advised to review the Academic Integrity Policy and procedure and/or discuss them with the professor.

Copyright: A majority of the course lectures and materials provided in class and posted in SLATE are protected by copyright. Use of these materials must comply with the Acceptable Use Policy, Use of Copyright Protected Work Policy and Student Code of Conduct. Students may use, copy and share these materials for learning and/or research purposes provided that the use complies with fair dealing or an exception in the Copyright Act. Permission from the rights holder would be necessary otherwise. Please note that it is prohibited to reproduce and/or post a work that is not your own on third-party commercial websites including but not limited to Course Hero or OneNote. It is also prohibited to reproduce and/or post a work that is not your own or your own work with the intent to assist others in cheating on third-party commercial websites including but not limited to Course Hero or OneNote.

Intellectual Property: Sheridan's Intellectual Property Policy generally applies such that students own their own work. Please be advised that students working with external research and/or industry collaborators may be asked to sign agreements that waive or modify their IP rights. Please refer to Sheridan's IP Policy and Procedure.

Respectful Behaviour: Sheridan is committed to provide a learning environment that supports academic achievement by respecting the dignity, self-esteem and fair treatment of every person engaged in the learning process. Behaviour which is inconsistent with this principle will not be tolerated. Details of Sheridan's policy on Harassment and Discrimination, Academic Integrity and other academic policies are available on the Sheridan policy website.

Accessible Learning: Accessible Learning coordinates academic accommodations for students with disabilities. For more information or to register, please see the Accessible Learning website (Statement added September 2016)

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. Any changes to course curriculum and/or assessment shall adhere to approved Sheridan protocol. 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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