Search Engine Marketing
This project-oriented course provides students with the knowledge and skills necessary to conduct a sponsored research and keyword advertising-based marketing campaign This course offers the students an opportunity to gain knowledge and hands on experience on sponsored search and keyword advertising. In this course, students will gain knowledge and skills to advertise products and services using keyword advertising. Strategies for developing successful advertising campaigns will be discussed, including targeting potential customers based on the geo-location, applying A/B testing to identify the feasible advertising set-up, and organizing keywords with various products and services for effective management. In addition, various tools will be introduced to students for facilitating efficient and effective performance. By participating in a firm-based project, the students will acquire the experience of business consulting for advertising using current web-based techniques.