Module Details

Module Code: MGMT9050
Title: SEO & Analytics
Long Title: SEO & Analytics
NFQ Level: Expert
Valid From: Semester 2 - 2016/17 ( January 2017 )
Duration: 1 Semester
Credits: 5
Field of Study: 3450 - Business & Management
Module Delivered in: 1 programme(s)
Module Description: The aim of this module is to allow students to improve both their theoretical knowledge and practical skills of Search Engine Optimisation, whilst at the same time helping them to further develop the analytical mindset that is so important for today's Digital Marketing experts. This module assists students preparing for Google Certification.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Distinguish between individual factors impacting SEO and design tests to assess the relevance of these factors.
LO2 Analyse a company's SEO position both in isolation and against stakeholders
LO3 Critically evaluate different SEO techniques
LO4 Conceptualise, research and plan an SEO-centric digital marketing campaign
LO5 Analyse a website's performance as a customer acquisition tool
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.
No requirements listed
 
Indicative Content
SEO Principles
Understanding the position of SEO in contrast to Digital Advertising, Social and other client acquisition tools. On Page and Off-Page optimisation.
Campaign Management
SEO Audit, Branded vs non-branded search, choosing relevant techniques, making use of industry-standard tools, developing a measurement plan.
Techniques
Keyword Reserch, Content Marketing, Visual Content, Online PR, Guest Blogging, Community Generated Content, the Long-Tail
Analytics
Core techniques, conversions and micro-conversions, measurement plans, understanding how an analytical platform (e.g. Google Analytics) works, account structure and filters, goals, ecommerce funnel.
Module Content & Assessment
Assessment Breakdown%
Coursework100.00%

Assessments

Coursework
Assessment Type Multiple Choice Questions % of Total Mark 40
Timing Week 5 Learning Outcomes 1,3,5
Assessment Description
Test designed to assess knowledge of Google Analytics and familiarise candidates with the format of the industry standard 'Google Analytics' exam.
Assessment Type Project % of Total Mark 60
Timing Sem End Learning Outcomes 2,3,4,5
Assessment Description
Project on SEO of a live case. An example assessment would be to analyse the SEO status of a company's website, and develop an SEO campaign with set targets, measurement plans and budget.
No End of Module Formal Examination
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

The University reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Independent & Directed Learning (Non-contact) Non Contact Self learning by student Every Week 5.00 5
Lab Contact Class-based instruction, practical work Every Week 2.00 2
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.00
Workload: Part Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Independent & Directed Learning (Non-contact) Non Contact Self learning by student Every Week 5.00 5
Lab Contact Class-based instruction, practical work Every Week 2.00 2
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.00
 
Module Resources
Recommended Book Resources
  • Eric Enge, Stephan Spencer, Jessie Stricchiola. (2015), The Art of SEO: Mastering Search Engine Optimization, 3. O'Reilly Media, [ISBN: 9781491948965].
  • Brian Clifton. (2012), Advanced Web Metrics with Google Analytics, 3. Sybex, p.600, [ISBN: 9781118168448].
  • Lee Odden. (2012), Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing, 1. Wiley, p.256, [ISBN: 9781118167779].
Supplementary Book Resources
  • Adam Clarke. (2016), SEO 2016 Learn Search Engine Optimization With Smart Internet Marketing Strategies: Learn SEO with smart internet marketing strategies, CreateSpace Independent Publishing, [ISBN: 9781539151142].
This module does not have any article/paper resources
Other Resources
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_BDMAS_9 Master of Science in Digital Marketing Strategy 2 Mandatory