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IU (Summer 2008)
Course Introduction Search engine marketing (SEM) is the art and science of ranking websites higher on Google, MSN, and Yahoo. Why is this important for businesses and for your future employability?
The need for prominent search engine visibility has reached critical mass. It’s no longer acceptable for a business not to have a website. And, in a global market where Internet usage has increased 208% since 2000, it’s becoming increasingly unacceptable for businesses not to be more cognizant of how their potential customers can find them via search. And besides, the concept of search engine marketing is compelling and makes so much sense—customers are searching for what you sell, what you need to do is make sure you come up in their search! In this workshop you will learn about SEM—what it is, where is came from, how to do it, and where it is headed. The workshop will combine an overview of SEM with practical, hands-on experiences where you will develop a pay per click campaign and a SEM strategy map. You’ll work with real businesses here in Bloomington (which we’ll find for you) with real dollars from their own marketing budgets. While there are no prerequisites for the workshop, you should be familiar with website design and the advanced features of search engines. Courses S401 (Computer-Based Information Tools) and S532 (Information Architecture for the Web) are helpful but not required.
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