100% by individual assignment 3500 words critically demonstrating the use and role of traffic development methods to support the commercialisation of a new product or organisational venture.
Addresses LO’s 1-3

This module introduces students to the techniques and tools used in creating and driving traffic to websites and contrasts techniques of search engine optimization with search engine marketing. The focus of the module is highly applied and will enable students to more effectively plan and implement traffic marketing campaigns from a practitioner perspective

Topics -

- Understanding the components of an SEO campaign
- Developing and implementing ppc (pay per click) campaigns
- Developing content, usability and experience to influence ranking visibility and traction in search engines
- Search engine friendly site design and architecture approaches
- Keyword research
- SEO tools

This requires student commit to 150 learning hours. Of this 36 hours will be class contact and 114 of independent self-directed study.
12 hours formal lectures/seminars
24 hours tutorial/seminar activity

Lectures will provide the conceptual framework and will direct independent and self-directed study as well as contextualising principle within an application framework. Tutorial/seminar activities will centre around case studies, computer laboratory exercises or seminars and will develop awareness, analysis and understanding of application of theory to practice

1. DEVELOP AN AWARENESS AND UNDERSTANDING OF THE RANGE AND SCOPE OF TRAFFIC BUILDING TACTICS AS PART OF THE ONLINE MARKETING MIX A
[Analysis; Application; Knowledge and Understanding]

2. DEMONSTRATE AND CRITICALLY APPLY TRAFFIC BUILDIGN TECHNIQUES TO A RANGE OF COMPLEX ONLINE MARKETING SITUATIONS
[Application; Communication; Knowledge and Understanding; Problem Solving]

3. DEVELOP SKILLS IN IMPLEMENTING TACTICAL TRAFFIC GENERATION PROGRAMMES BASED ON UNDERSTANDING THE CRITICAL SUCCESS FACTORS UNDERPINNING THEIR USE IN RELATION TO THE MAIN SEARCH ALGORITHMS USED
[Application; Knowledge and Understanding; Learning; Problem Solving]

Business library
Internet access
E mail
PC with Office Software and appropriate statistical software
Blackboard module website
Companion web sites

Digital Marketing: A Practical Approach, 2014, Ed2, Charlesworth A, Butterworth Heinemann
Search Engine Marketing, Moran: Driving traffic to Your Website, M and Hunt, B, IBM Press
Search Engine Optimization 2015, Clark, A Digital Book Guru
Ultimate Guide to Google Adwords Marshall, P, Rhodes, M, 2015, Entrepreneur Press