Universitat Internacional de Catalunya - Barcelona

Search Engine Marketing

• code 10774
• course 3
• term
• type op
• credits 3

Main language of instruction: Catalan

Other languages of instruction: Spanish

Head instructor

Google AdWords is the advertising program that Google uses. Advertising on search-engines is the marketing channel which has seen the highest growth in recent years and it has become so important that there are now agencies which specialise in marketing for search-engines. The main aim of this subject is to understand the significance of this phenomenon, learn to plan a strategy and carry out and optimise campaigns while preparing a project for participation in the Google Online Marketing Challenge.


The Google Online Marketing Challenge (GOMC'13) is an excellent opportunity for students to experiment with online marketing through campaigns for Google AdWords. Students can win a variety of prizes. More than 50.000 students from around 100 countries have already participated in this challenge in recent years.  

 
Students will work in groups and will have a budget of €250. Students must create an online advertising strategy either for a commercial or a real non-profit organisation, a strategy which the Google AdWords programme has not used in the previous 6 months.
 

The overall winner and their lecturer/professor will win a trip to Google headquarters in Mountain View, California, in order to meet the AdWords team. Regional winners and their lecturer/professor will win a trip to one of Google’s regional offices.

Successful completion of our optional Online Marketing subject in advance.

To understand the current and future impact of search-engines on the digital economy and complete the course having acquired the ability to prepare a good digital strategy for search-engines, how to use them and how to optimise them.  

• 26 - To comprehend and use the basic concepts of marketing and the main sectorial policies and understand the commercial environment in which these companies operate.
• 31 - To develop the ability to identify and interpret numerical data.
• 32 - To acquire problem solving skills based on quantitative and qualitative information.
• 33 - To be able to search for, interpret and convey information.
• 34 - To develop the ability to predict situations and anticipate events, as well as be able to recognise and interpret an economic situation within a specific context.
• 35 - To analyse time series.
• 39 - To acquire the ability to solve problems and make decisions based on relevant information, applying the appropriate methods and situating the problem within the organisation as a whole.
• 41 - To be able to descriptively summarise information.
• 50 - To acquire the ability to relate concepts, analyse and synthesise.
• 51 - To develop decision making skills.
• 56 - To be able to create arguments which are conducive to critical and self-critical thinking.
• 61 - To develop skills for adapting to new situations.

1) Introduction to the Internet and Online Marketing

2) Introduction to search-engines

     Portals for access to the Internet
     Natural results (SEO)
     Sponsored results (SEM)

3) Introduction to Google Adwords

     Basic concepts of campaigns and accounts
     Advert formats
     Orientation and location of AdWords
     Offers and budgets
     Publication and quality policies
     Invoicing and financial issues

4) Advanced Google AdWords concepts

     Advertising display on the Internet
    Advertising display on Youtube
    AdWords tools
    Monitoring and optimising conversion rates

5) Tools

     Google Analytics
    Google tools
     Tools for Market Research

The methodology in these sessions is based on group dynamics in order to stimulate the individual reflections of the participant in relation to the situation of the business itself. This reflection will move in the direction of a need for strategic reflection and improved management.

 Students will undertake a group project on either a real company or a non-profit organisation, this project will then be presented for the Google Online Marketing Challenge 2013.