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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. Understand 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. Research and develop proficiency in content optimisation strategies, link building techniques, and ad copywriting skills, enabling students to create compelling digital assets that resonate with both search engine algorithms and human audiences.4. Critically 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.5. 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 to effectively develop search engine success strategies.
Students must attend one activity from each section.
Ekant Veer
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 .