Module Title:SEO and Search Engine Marketing
Language of Instruction:English
Credits: 5
NFQ Level:7
Module Delivered In 2 programme(s)
Teaching & Learning Strategies: This is a computer lab based module delivered through practical demonstrations, practical exercises, and industry level projects. Critical analysis will take place on both projects and existing SEO/ SEM campaigns while participants are assisted to prepare for Google Ads Certification.
Module Aim: This module will provide participants with opportunities to improve both their theoretical knowledge and practical skills of Search Engine Optimisation (SEO) and Search Engine Marketing (SEM).
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1 Understand the role of Search Engine Optimisation & Search Engine Marketing, including tools and strategies for best practice
LO2 Distinguish between individual factors impacting on and off-page Search Engine Optimisation, design tests to assess efficacy and analyse a company's position both in isolation of and against stakeholders
LO3 Plan, create, optimise and measure a profitable Google Search Campaign
Pre-requisite learning
Module Recommendations

This is prior learning (or a practical skill) that is recommended before enrolment in this module.

No recommendations listed
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements
This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed.
No requirements listed
 

Module Content & Assessment

Indicative Content
On-Page & Technical Search Engine Optimisation
Explore the on-site tactics that help search engines to better understand and rank website content as well as the aspects of a site that directly impact the indexing and crawling by search engines
Content Marketing & Social Media
Gain skills in off-page tactic including link building, content marketing & social media to create a comprehensive SEO strategy
AdWords Campaign Management
Understand how to plan, create & optimise a Google Search Campaign targeting the appropriate audience.
Google Professional Certification
Identification of & preparation for professional accreditation that Google offers to individuals who demonstrate proficiency in basic and advanced aspects of Google Ads
Assessment Breakdown%
Continuous Assessment100.00%
Continuous Assessment
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Project Using an existing case study or business, apply knowledge of SEO 1,2 50.00 n/a
Project Using an existing case study or business, research, plan & create an Google AdWords Campaign as a part of an existing Digital Marketing Strategy. Guided by best practice, advise on optimisation & measurement. 3 50.00 n/a
No Project
No Practical
No End of Module Formal Examination

ITCarlow reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Frequency Average Weekly Learner Workload
Lab/Lecture Every Week 3.00
Independent Learning Every Week 6.00
Total Hours 9.00
Workload: Part Time
Workload Type Frequency Average Weekly Learner Workload
Lab/Lecture Every Week 1.50
Independent Learning Every Week 7.50
Total Hours 9.00
 

Module Delivered In

Programme Code Programme Semester Delivery
CW_BBDMA_B Bachelor of Science (Honours) in Digital Marketing with Analytics 3 Mandatory
CW_BBDMA_D Bachelor of Science in Digital Marketing with Analytics 3 Mandatory