Search Engine and Content Marketing

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Course Dates

STARTS ON

TBD

Course Duration

DURATION

7 weeks, online
4-6 hours per week

Course Duration

Enhance your brand presence for maximum impact

The accelerated pace of change in the digital landscape demands a continuous re-evaluation of marketing strategies. With the online space becoming increasingly crowded, brands are finding it harder to break through the clutter and gain visibility. This requires them to place search engine marketing at the heart of their digital marketing initiatives to optimise content and maximise returns on investment.

Search Engine and Content Marketing is a hands-on, interactive, seven-week online programme from Imperial College Business School Executive Education that equips participants with the essential knowledge and in-demand skills needed to excel in search engine marketing strategies. With a focus on practical learning and industry-valued insights, the programme guides learners through the latest developments, trends and techniques in the field, including search engine optimisation strategies, paid search tactics and content marketing concepts.

Who is this programme for?

The programme is suitable for:

  • Early- to-mid-level marketing professionals seeking to learn in-demand search marketing techniques, and accelerate their careers with a prestigious certificate of completion from Imperial College Business School.
  • Digital marketing professionals with experience in search marketing looking to fine-tune their organic and paid search strategies to maximise returns on their digital marketing investments.
  • Digital marketing enthusiasts or anyone wanting to understand search marketing techniques as a way to upskill in a high-demand field.

Programme highlights

This programme will provide you with a comprehensive understanding of search marketing concepts and relevant skills, help you create marketing content, increase search visibility, leverage targeted advertising, and deploy effective marketing campaigns.

This programme will enable you to:

  • Gain an in-depth understanding of the latest search-marketing techniques needed to run effective paid and organic campaigns.
  • Understand the strategies and apply best practices to harness the power of search engine optimisation.
  • Create engaging and useful content that is optimised for search engines.
  • Implement learnings and measure results of your search engine optimisation initiatives.

65%

E-commerce sessions generated through search traffic

SOURCE: STATISTA, 2020

24%

Share of media-driven revenues for retailers in Europe delivered by paid search

SOURCE: GOOGLE, 2019

61%

Marketers who claim improving organic presence and search engine optimisation are their top inbound marketing priorities

SOURCE: HUBSPOT, 2020

What you will learn

Module 1:

Orientation

Get an overview of the programme content and the learning platform. Meet fellow participants and prepare for the programme ahead.

Module 2:

Paid Search

Gain an introduction to paid search and understand where the techniques fit in the user journey. Explore strategies for setting up effective paid-search campaigns and design and manage your own search campaigns.

Module 3:

Search Engine Optimisation

Explore methods to improve search rankings for specific pieces of content and individual organisations. Learn to apply different optimisation strategies and measurement tools, including search engine optimisation reports.

Module 4:

Content Marketing

Understand the power of content in influencing the user journey. Learn to create relevant and engaging content for your audience and to repurpose it for different personas and situations.

Module 1:

Orientation

Get an overview of the programme content and the learning platform. Meet fellow participants and prepare for the programme ahead.

Module 3:

Search Engine Optimisation

Explore methods to improve search rankings for specific pieces of content and individual organisations. Learn to apply different optimisation strategies and measurement tools, including search engine optimisation reports.

Module 2:

Paid Search

Gain an introduction to paid search and understand where the techniques fit in the user journey. Explore strategies for setting up effective paid-search campaigns and design and manage your own search campaigns.

Module 4:

Content Marketing

Understand the power of content in influencing the user journey. Learn to create relevant and engaging content for your audience and to repurpose it for different personas and situations.

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Faculty

Faculty Member Professor Daniel Rowles

Daniel Rowles

Imperial College Business School

Daniel Rowles is a Lecturer at Imperial College Business School, the Chief Executive Officer of TargetInternet.com and Director of the Imperial Digital Transformation Strategy Programme. He is also a Course Director at The Chartered Institute of Marketing and a certified trainer for the Squared Online Digital Marketing Course developed with Google and powered by Avado. More info

Certificate

Example image of certificate that will be awarded after successful completion of this program

Certificate

Upon successful completion of the programme, participants will receive a verified digital certificate of completion from Imperial College Business School Executive Education.

Take your partnership with Imperial College Business School to the next level by becoming an associate alumnus. Complete the programme to claim your Associate Alumni status and join our active community.

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Apply Now

Early registrations are encouraged. Seats fill up quickly!