MKTG 241 Search Engine Strategy • 5 Cr.


Students will learn the fundamentals of search engine marketing (SEM) and search engine optimization (SEO), and how those skills impact a larger digital framework. While a hands-on course, the curriculum is focused on the application of search skills to craft an integrated marketing strategy and executive vision. Recommended: MKTG 102. Previously MKTG 240. Either MKTG 240 or 241 can be taken for credit, not both.


After completing this class, students should be able to:

  • Implement a search engine marketing (SEM) plan, utilizing popular search engine marketing tools Create a search engine optimization (SEO) strategy Benchmark both organic and paid search efforts Optimize current campaigns based on results, evolving the strategy to maximize your budget and deliver results Integrate search into a larger digital marketing plan