Search Marketing: Strategy, Performance and Optimisation

BMAN75322 Search Marketing: Strategy, Performance and Optimisation 15 Semester 2 Postgraduate Taught Level 7 Zhiteng Feng Unit coordinator Alliance Manchester Business School 1 FHEQ level (Framework for Higher Education Qualifications) ' Masters/Integrated Masters P4 ' European Credit Transfer & Accumulation System Rating : 7.5 This unit examines search marketing as a central element of contemporary digital strategy, focusing on consumer search behaviour and the design, execution, optimisation, and evaluation of integrated organic and paid search campaigns. Students develop the ability to align search activity with marketing objectives, assess performance using relevant metrics, and critically consider the ethical, regulatory, and future challenges shaping search marketing practice. This unit examines search marketing as a central element of contemporary digital strategy, focusing on consumer search behaviour and the design, execution, optimisation, and evaluation of integrated organic and paid search campaigns. Students develop the ability to align search activity with marketing objectives, assess performance using relevant metrics, and critically consider the ethical, regulatory, and future challenges shaping search marketing practice. This module aims to develop students’ ability to strategically design, execute, optimise, and evaluate integrated search marketing campaigns, encompassing both organic search (SEO) and paid search (SEM). Students will develop both conceptual understanding and applied competence, enabling them to justify search strategy decisions at a managerial and consultancy level. Analyse how foundational principles of search engine marketing, such as indexing, ranking algorithms and user intent, contribute to the development of effective digital marketing strategies.Evaluate how key components of search marketing campaigns, such as keyword strategies, ad formats, landing page quality and bidding models, inform the development of effective digital marketing strategies. Evaluate alternative search engine marketing strategies, comparing SEO and SEM options, keyword targeting approaches and optimisation techniques for different marketing objectives Use search marketing tools to optimise content and target audiences, conducting keyword research, analysing page performance and improving relevance and visibility.Design an integrated search marketing campaign, producing keyword plans, structuring ad groups, setting budgets and configuring tracking for measurable outcomes. Communicate campaign recommendations clearly for a professional audience.Identify and analyse search marketing challenges within a business context and develop innovative, data-informed solutions and campaign recommendations to improve digital marketing performance. Search Marketing in Contemporary Digital StrategyConsumer Search Behaviour and IntentOrganic and Paid Search Design and ExecutionOptimisation, Measurement, and Performance EvaluationEthics, Regulation, and the Future of Search Marketing Workshops will include active and practical learning, as well as discussion sessions.Laboratories will be practical, hands-on sessions where support for the tasks will be provided.Short videos will be included in the VLE to support the lecture/laboratory work.Web links to relevant material will be included in the VLE. 0 Other 100% Individual Assignment 100% Written feedback provided 15 working days after submission deadline.   <span class="TextRun SCXW21707740 BCX8 NormalTextRun" style="-webkit-tap-highlight-color:transparent;-webkit-text-stroke-width:0px;-webkit-user-drag:none;font-style:normal;font-variant-caps:normal;font-variant-ligatures:none !important;font-weight:400;letter-spacing:normal;line-height:18.3458px;margin:0px;orphans:2;padding:0px;text-align:left;text-decoration-color:initial;text-decoration-style:initial;text-decoration-thickness:initial;text-indent:0px;text-transform:none;user-select:text;white-space:normal;widows:2;word-spacing:0px;" data-contrast="auto" xml:lang="EN-GB" lang="EN-GB">MSc Digital Marketing<span style="background-color:rgb(198,198,198)!important;color:rgb(0,0,0);font-family:"Microsoft Sans Serif", "Microsoft Sans Serif_EmbeddedFont", "Microsoft Sans Serif_MSFontService", sans-serif;font-size:11pt;"><span class="EOP Selected SCXW21707740 BCX8" style="-webkit-tap-highlight-color:transparent;-webkit-text-stroke-width:0px;-webkit-user-drag:none;border-bottom-color:rgb(198, 198, 198);border-left-color:!important;border-right-color:!important;border-top-color:rgb(198, 198, 198);cursor:default;font-style:normal;font-variant-caps:normal;font-variant-ligatures:normal;font-weight:400;letter-spacing:normal;line-height:18.3458px;margin:0px;orphans:2;padding:0px;text-align:left;text-decoration-color:initial;text-decoration-style:initial;text-decoration-thickness:initial;text-indent:0px;text-transform:none;user-select:text;white-space:normal;widows:2;word-spacing:0px;" data-ccp-props="{"335559738":60,"335559739":60}">  N Core readingDas, S. (2020). Search Engine Optimization and Marketing: A Recipe for Success in Digital Marketing. 1st. Boca Raton: Chapman & Hall/CRC.Supplementary readingChaffey, D., Ellis-Chadwick, F. and Ellis-Chadwick, Fiona. (2019). Digital marketing. Seventh edition. Harlow, United Kingdom ; Pearson Education Limited.Kelsey, T. and Kelsey, T. (2017). Introduction to Search Engine Marketing and AdWords: A Guide for Absolute Beginners. T. Kelsey, ed. Wheaton, Illinois: Apress. Lectures 30 0 120