Program Overview

This course will examine the ‘search’ as a media channel which consists of search engine marketing and search engine optimization. It will cover topics like search engine operation, ranking factors, key word analysis, search engine friendly design etc. In the domain of search engine marketing topics like search key performance indicators, bidding, and PPC strategies will be covered. The aim of the course is to make the students proficient in both paid and organic search marketing campaign. In addition it will also examine the creative, technical and managerial facets of digital display & video advertising.

Course/Program Objectives

• To develop an understanding of the way search engines work & ways to optimize content & webpage design for better rankings
• To explain the latest form of the marketing i.e. search marketing and describe different forms of search marketing such as
  • Search Engine Optimization
  • Search Engine Marketing
  • Video and Display Advertising
  • Shopping and Smart Shopping Campaigns
• To teach the basic skills of search engine optimization and search engine marketing.
• To understand the usability of various tools like keyword planner, SEMrush, Google Trends
• To give students various industry oriented examples of award winning search and display campaigns

Course/Program Content

• Introduction to the course
• Overall consumer journey and how does search fit in
• Search Engine Marketing, Campaign Structure
• Practice with keyword planner tool
• Google Display Network Introduction
• GDN Targeting, Custom Audiences
• Budget Pacing & Bid Strategies
• Conversion, Types of Conversion, Setting up Conversion Actions
• Remarketing – Concepts, Set Up & Strategies
• SEO – On Page Optimization

Program Pedagogy

It will be a mix of practice in class with the tools and teaching

Ideal Participant Profile

The participants could be creative people who want to have an understanding of paid media, an agency head to know the technicalities of SEM OR Management Trainees OR Search marketing agencies

Learning Outcomes

• To understand and use different tools of search marketing for fulfilling the business objective
• To learn how search engines operate, how people interact with search engines and what are the basics of search engine friendly design and use this knowledge for attaining communication and business goals
• To use the knowledge of keyword auction for paid search engine to attain communication success
• To use the display advertising for business, market, communication and business goals
• To apply their knowledge of SEM to analyse a brand’s performance with respect to search and display

Faculty Profile

Prof. Rohit Tiwari

Academic Specialist - Digital Marketing

Rohit Tiwari is an Academic Specialist at FLAME University. He has seven years of work experience and was associated with Dentsu Webchutney, I Knowledge Factory Pvt. Ltd. and Bird Vision Consulting Pvt. Ltd. He holds a Bachelor’s Degree in Commerce from Pune University, Post Graduate Diploma in Management (Communication), FLAME School of Communication and Advanced Diploma in Management from All India Management Association (AIMA). He has worked in Search Engine Marketing, Social Media Marketing and has hands-on experience in web analytics and app attribution tools. He has handled planning and execution of multi crore media campaigns during his tenure with Dentsu. He has also worked on paid media marketing consulting projects for brands like Swiggy, Health Total among others.

Cancellation

In the unforeseen event of Program Cancellation by the Centre, participants will be refunded the entire amount of Program Fees. If the cancellation is requested by the participant then the Program Fee will be withheld as credit for the next schedule of the same program or an alternative program that the candidate opts for.