WM402 Search Engine Marketing

Certificate Track: Digital Marketing Strategies

About This Course
Search engine marketing (SEM) is an evolving discipline, and this course is ideal for both seasoned marketing professionals and those looking for career changes to maximize their value and earnings potential. Understanding how people search is critical so your messaging and calls to action can be optimized.

Students will learn SEM fundamentals, including search engine optimization (SEO), pay-per-click (PPC), link development, and online reputation management. This course incorporates real-world examples and guest speakers, and will provide students with SEM strategies that are immediately applicable in the workplace.

What You’ll Learn
Upon completion of this course, students will have gained the knowledge to:

  • Fundamental search engine marketing strategies and tactics;
  • How to perform search engine optimization;
  • The best way to create a methodology for conducting web-based research;
  • How to develop search engine marketing programs for their businesses.

The Learning Environment
This interactive course is held in person at PSU’s Center for Executive and Professional Education in downtown Portland and typically combines lecture, discussion, and individual and group activities.

Instructor: Kent Lewis
 Kent Lewis founded Anvil Media, Inc., a digital marketing agency specializing in search engine and social media marketing for Fortune 2000 companies. He also co-founded career community pdxMindShare; eROI; and SEMpdx, a Portland-area SEM professional trade association. Kent holds a BA in Business Administration with a concentration in marketing from Western Washington University.

Course SnapshotRegister now button
  • In person at the Center for Executive and Professional Education
  • Once a year (Winter)
  • 2 days, 8:00am - 4:30pm
  • Cost: $699

Additional Information
Laptops are required, and free Wi-Fi is available in class.
An optional book for this course is The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture by John Battelle. It is available from Amazon and other retailers.

Other Courses in this Certificate Track
Enrolling in the full certificate program provides students with a comprehensive overview of digital marketing and the latest marketing strategies across all channels.

Courses may be taken individually and in any order unless otherwise noted. If pursuing the certificate, all courses in the certificate program must be completed within three years. Visit the program page for a recommended sequence.

Questions  Questions about this program or course? Contact us.

Custom Training  Interested in bringing this program to your organization? Contact us.