About this Course

Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Course 2 of 3 in the
Flexible deadlines
Reset deadlines in accordance to your schedule.
Beginner Level

No prior experience is required, however some familiarity with basic marketing concepts is helpful.

Approx. 11 hours to complete
English

What you will learn

  • Explore how to leverage keywords and search engine marketing in your ad campaigns

  • Analyze a landing page and identify successful and unsuccessful elements

  • Identify tactics of customer conversion and retention to add to your digital marketing plan

Skills you will gain

Landing PageMarketingad campaignssearch engine marketingPPC
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Course 2 of 3 in the
Flexible deadlines
Reset deadlines in accordance to your schedule.
Beginner Level

No prior experience is required, however some familiarity with basic marketing concepts is helpful.

Approx. 11 hours to complete
English

Offered by

Placeholder

University of California, Irvine

Syllabus - What you will learn from this course

Week
1

Week 1

2 hours to complete

Introduction to Search Engine Marketing

2 hours to complete
1 video (Total 7 min), 3 readings, 1 quiz
3 readings
Search Engine Marketing10m
Supplemental Resources30m
Keywords15m
1 practice exercise
Module 1 Knowledge Check30m
Week
2

Week 2

3 hours to complete

Pay-Per-Click (PPC) and Search Engine Optimization (SEO)

3 hours to complete
3 readings
3 readings
Pay-Per-Click (PPC)15m
Supplemental Resources1h
Search Engine Metrics15m
1 practice exercise
Module 2 Knowledge Check30m
Week
3

Week 3

3 hours to complete

Landing Pages

3 hours to complete
1 video (Total 2 min), 4 readings, 1 quiz
4 readings
Introduction to Landing Pages20m
Supplemental Resources30m
Ad Rank, Ad Copy, and How to Optimize Your Ads30m
Developing Your SEM Strategy15m
1 practice exercise
Module 3 Knowledge Check30m
Week
4

Week 4

3 hours to complete

Conversion and Retention

3 hours to complete
1 video (Total 2 min), 5 readings, 1 quiz
5 readings
Microsites and Calls to Action20m
Supplemental Resources30m
The Simplified Sales Process20m
Enhancement Features and Personalization20m
Retention Tactics20m
1 practice exercise
Module 4 Knowledge Check30m

About the E-Marketing Specialization

E-Marketing

Frequently Asked Questions

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