WM402 Search Engine Marketing

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.


Course Snapshot

The course is delivered remotely, with a blend of virtual live sessions and self-paced activities.

Once per year (Winter)


One week with a 15-hour workload. Please check the schedule for live session dates and times.


Course Schedule         Register Now

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Digital Marketing Strategies

Interested in the ever-changing, exciting world of digital marketing? This certificate program provides a foundation of the principles and core concepts of digital marketing and teaches the latest in digital marketing trends. Students will gain skills in developing digital content and learn how to...

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

The course is delivered remotely, with a blend of synchronous and asynchronous activities. Virtual live sessions provide opportunities to engage with the instructor and other students in real-time and self-paced activities give students the chance to work through content on their own schedule.

Additional Information

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.

Courses in the DMS 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.