MKTG 241 Search Engine Strategy • 5 Cr.


Students will learn the fundamentals of search engine marketing (SEM) and search engine optimization (SEO), and how those skills impact a larger digital framework. While a hands-on course, the curriculum is focused on the application of search skills to craft an integrated marketing strategy and executive vision. Recommended: MKTG 102. Previously MKTG 240. Either MKTG 240 or 241 can be taken for credit, not both.


After completing this class, students should be able to:

  • Implement a search engine marketing (SEM) plan, utilizing popular search engine marketing tools
  • Create a search engine optimization (SEO) strategy
  • Benchmark both organic and paid search efforts
  • Optimize current campaigns based on results, evolving the strategy to maximize your budget and deliver results
  • Integrate search into a larger digital marketing plan