Search Engine and Content Marketing

Key information

Duration: 7 weeks (online, part-time)
Programme dates:
Location:
Address
Study online, Seven weeks
Fees: £1,100

Programme overview

Search Engine and Content Marketing is designed to equip marketers with the essential knowledge and strategies required to successfully optimise their search marketing efforts. 

The seven week online programme draws on expertise from Imperial College Business School faculty, industry experts and case studies. You will also draw on the expertise of your peers and explore how to use technologies to implement digital transformations across your organisation.

You will experience video lectures, interactive activities, discussions and assignments whilst receiving personal support from a dedicated Learning Team.

You will finish the programme prepared to implement your learnings, and with a verified Digital Certificate from Imperial College Business School Executive Education. 

Who should attend?

This international programme offers a comprehensive understanding of the paid and organic search landscape from a pragmatic industry perspective, and provides a deep-dive into search marketing, along with actionable strategies designed to elevate campaign outcomes. This programme is suitable for:

  • Early- to mid-career marketing professionals seeking to learn in-demand search marketing techniques and accelerate their careers
  • 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 wanting to understand search marketing techniques as a way to upskill in a high-demand field

Learning objectives

  • 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 (SEO)
  • Create engaging and useful content that is optimised for search engines
  • Implement learnings and measure results of your SEO initiatives 

What you will learn

 

Module 1: Paid Search

  • Analyse the role of paid search in the user journey
  • Learn to manage an existing ad campaign
  • Create your own ad campaigns
  • Maximise returns on your investment by selecting appropriate ad-targeting options and budget settings

Module 2: Search Engine Optimisation

  • Appraise relevant segments in the customer journey for using SEO searches
  • Learn about ranking factors and determine how these impact organic search results
  • Create an end-to-end SEO plan for your website
  • Measure the performance and results of your plan

Module 3: Content Marketing

  • Analyse websites for on-page optimisation
  • Discern strategies to generate leads by deploying gated content and incorporating triggers
  • Create a content plan for your own organisation
  • Evaluate the impact of your content plan

Programme faculty 

Daniel Rowles

Daniel Rowles

Lecturer, Imperial College Business School

Daniel Rowles is a Lecturer at Imperial College Business School, 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. Daniel has over 20 years experience in digital marketing, working both on the client side and within the agency environment.

Become an Associate Alumni

Take your partnership with Imperial College Business School to the next level by becoming an Associate Alumni. Complete more than eight days of our programmes to claim 'Associate Alumni' status and join our active alumni community.

Key information

Duration: 7 weeks (online, part-time)
Programme dates:
Location:
Address
Study online, Seven weeks
Fees: £1,100