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Communication and Media Studies 313

COMS 313: Search Engine Optimization

Prerequisites: Junior standing or permission of instructor

Credit Hours: (3)

Instructional Method: Three hours lecture.

Search Engine Optimization will focus on a dominant form of advertising in the digital world: search. Building a strong search campaign relies on using search engine optimization strategies to build profitable customer relationships. Topics in the course will include audience search behavior, search engines and algorithms, website user- experience, on- and off-page SEO, keyword research, and strategies for conducting SEO campaigns for traditional and niche search engine. The course teaches the fundamentals of SEO and providing practice with analysis and skills associated with doing SEO for a business or organization.

Detailed Description of Course

Changes in how people get information, disseminate information and consume media, combined with technological advances, have created new opportunities and challenges for advertisers and their audiences. This course takes an in-depth look at interactive advertising – what it is, how it is purchased, how it is created, and how it is measured. Students will also explore the social, legal and ethical framework of interactive communication.

Detailed Description of Conduct of Course

Course will be a combination of lecture, case study and application. When possible students will work with clients, examine real cases or participate in contests that allow them to apply interactive communication concepts.

Student Learning Outcomes

For a General Education Course, in addition to a statement of course-specific goals and objectives, include a description of the broad general education program goals and the goals established for the particular knowledge area of the program as these goals will be addressed in this course.

Upon completion of this course, the successful student should be able to:

• Identify different forms of interactive advertising communication, including but not limited to search engine optimization (SEO), search engine marketing (SEM), display, rich media, email, mobile, web sites, landing pages, and various types of social media.

• Explain the importance of data in deploying, optimizing and measuring interactive communication.

• Describe how technological developments in digital media play a role in interactive communication strategies.

• Describe legal, ethical, privacy, security and copyright concerns as they relate to digital communication.

Assessment Measures

For a General Education Course, in addition to a statement of course-specific assessment measures, include a description of the ways student learning will be assessed to determine fulfillment of the broad general education program goals and the goals established for the particular knowledge area of the program.

Grades will be determined through a combination of assignments, assessments, a projects, and exams.

Other Course Information

Examination of selected issues and problems in mass media. Study of theories and models of communication, advanced writing in specific fields of media studies.

Review and Approval

March 28, 2012

Revised June, 2023