MKTG07081 2022 Search Engine Marketing

General Details

Full Title
Search Engine Marketing
Transcript Title
Search Engine Marketing
N/A %
Subject Area
MKTG - Marketing
MRKT - Marketing, Tourism and Leisure
07 - NFQ Level 7
05 - 05 Credits
Start Term
2022 - Full Academic Year 2022-23
End Term
9999 - The End of Time
Alan Kelly, Tomas O Flaherty, Aine Doherty
Programme Membership
SG_BMKTG_B07 202200 Bachelor of Business in Marketing SG_BMARK_H08 202200 Bachelor of Business (Honours) in Marketing

This module will equip students with the practical skills required to promote their website using paid and unpaid search engine marketing techniques. Students are taught best practice Search Engine Optimisation (SEO) techniques and will learn how to use Google Ads to drive traffic to a website. Students are provided with an opportunity to complete Google Ads accreditations as part of this module.


Learning Outcomes

On completion of this module the learner will/should be able to;


Conduct a search engine optimisation audit of a website


Analyse existing SEO and implement best practice SEO techniques


Navigate Google Ads software


Evaluate results and identify key metrics across various platforms

Teaching and Learning Strategies

The teaching and learning strategy is designed to help students gain industry specific accreditation. Similar assessment will be provided for those who do not wish to take the external accreditation programme. The module is a mix of theory and hands-on computer based practise.

Module Assessment Strategies

This module is 100% Continuous Assessment. The students will have the opportunity to take Industry specific accreditation as part of the assessment schedule

Repeat Assessments

Repeat assessment can be either practical project based or repeat external accreditation.

Indicative Syllabus

Conduct a search engine optimisation audit of a website

  • Understand the importance of SEO for website performance
  • Identify the factors influencing Local SEO ranking
  • Describe the factors influencing YouTube SEO ranking
  • Explain the difference between on page and off page Website SEO

Analyse existing SEO and implement best practice SEO techniques

  • Utilise contemporary SEO software
  • Recognise the role of the target audience in SEO
  • Implement best practice SEO keyword research
  • Appreciate the importance of competitor research in SEO
  • Implement best practice search engine optimisation techniques
  • Appreciate the importance of creating a measurement plan for SEO

Navigate Google Ads software

  • Recognise the role of Google Ads in driving traffic to a website
  • Understand the Google Ads auction process

Evaluate results and identify key metrics across various search engine marketing platforms

  • Explain the factors influencing Google Ads performance
  • Outline key metrics for SEO evaluation
  • Evaluate an SEO campaign




Coursework & Assessment Breakdown

Coursework & Continuous Assessment
100 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 SEO Audit Project Project 25 % Week 5 1
2 SEO Project Project Project 25 % Week 9 2,4
3 External/Practical Assessment Practical Practical Evaluation 50 % End of Semester 3

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Supervision Computer Laboratory Practical 3 Weekly 3.00
Independent Learning Online Self Directed 4 Weekly 4.00
Total Full Time Average Weekly Learner Contact Time 3.00 Hours

Required & Recommended Book List

Recommended Reading
2013-12-04 Google Advertising Fundamentals Exam Prep Guide for AdWords Certification ( Exam Prep Series) (Volume 1) CreateSpace Independent Publishing Platform
ISBN 1493705318 ISBN-13 9781493705313

Last revised in December 2015, this guide prepares you to pass Googles Fundamentals Exam on the first try. If its on the test, then its in this guide. Every question the author has seen on real tests can be answered with the material. It presents just what you need to know.

Praise for the Exam Prep Series:

Explains all angles of the certification, from benefits to the way Google handles its partners. - Andrew Kobylarz, Account Executive

Reminds me of the strong test preps I did for my GMAT. - Jordan Bell, Marketing Manager

Bottom line: Get this book if you have some basic hands-on knowledge of AdWords and you are looking to pass the AdWords test and join the Google Partner Program. - Elie Orgel, SEO Director

This digital marketing credential is held by those with job titles like PPC Analyst, Account Executive, Online Media Buyer, Search Supervisor, Search Engine Specialist, Demand Generation Analyst, Search Engine Marketing Manager, Online Advertising Manager, PPC Manager, Client Manager, and maybe most commonly: Account Manager. Jobs, sales, and career promotions are awarded to those with the AdWords qualification who can be trusted to optimize search engine marketing campaigns. This guide shortens the time and experience it takes to get certified.

Module Resources

Non ISBN Literary Resources


Journal Resources
Other Resources
Additional Information