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This course equips students with strategies and techniques for navigating the role that search engines play in the dynamic landscape of digital marketing in contemporary organisations today. This is achieved through initially exploring the importance of creating an appropriate balance between Search Engine Optimisation (SEO), which is organic traffic and Search Engine Marketing (SEM), which includes paid generated traffic. The goal of the course is to consider the best practice and methodologies for managing the search engine algorithms whilst establishing effective keyword research. Students will gain insights into how to enhance online visibility and drive targeted traffic to websites. The course also encompasses key aspects of search engine marketing (SEM), including paid advertising, ad copywriting, and campaign optimisation strategies.
On completion of the course, it is expected that learners will be able to: 1. Describe the fundamental roles of SEO and SEM in digital marketing, including their respective impacts on online visibility, website traffic, and customer engagement.2. Explore advanced techniques for conducting effective keyword research, employing SEO best practices, and implementing PPC advertising campaigns to enhance website rankings and attract targeted audiences.3. Develop proficiency and key skills in SEO and SEM such as content optimisation strategies, link building techniques, and ad copywriting skills.4. Analyse and interpret key performance indicators (KPIs) and analytics data to measure the effectiveness of SEO and SEM efforts, identify areas for improvement, and optimise marketing campaigns for maximum ROI for SEM.5. Apply a strategic approach to crafting digital marketing strategies that seamlessly integrate organic search and paid advertising channels.6. Draw on relevant literature, case material and real-world examples, including kaupapa Māori work, work that speaks to Pacific initiatives, or other culturally relevant cases and apply this to the digital marketing world.
Students must attend one activity from each section.
Ekant Veer
Raja Subramanian
The ‘45% rule’ does not apply to this course. That is, students do not need to reach 45% weighted average across invigilated assessments. Please refer to Learn for further information.Assessment In Te Reo MāoriIn recognising that Te Reo Māori is an official language of New Zealand, the University provides for students who may wish to use Te Reo Māori in their assessment. If you intend to submit your work in Te Reo Māori you are required to do the following:Read the Assessment in Te Reo Māori Policy and ensure that you meet the conditions set out in the policy. This includes, but is not limited to, informing the Course Coordinator 1) no later than 10 working days after the commencement of the course that you wish to use Te Reo Māori and 2) at least 15 working days before each assessment due date that you wish to use Te Reo Māori.
Domestic fee $1,130.00
International Postgraduate fees
* All fees are inclusive of NZ GST or any equivalent overseas tax, and do not include any programme level discount or additional course-related expenses.
For further information see Management, Marketing and Tourism .