General information

Module title Search Engine Marketing Vs Content Marketing
Language English
Module lecturer dr Wojciech Czart
Lecturer's email czart@amu.edu.pl
Lecturer position senior lecturer
Faculty Faculty of Physics
Semester 2021/2022 (winter)
Duration 60
ECTS 6
USOS code 04-W-SEMCM-60

Timetable

Module aim (aims)

The aim of this Module is to provide students of any course of study with a solid knowledge and skills related to


Understanding and applying inbound marketing strategies and content creation methodologies and techniques for search engine visibility
Performing online research for online content creation
Content marketing strategies for business
Application of video content strategies for online visibility
Measuring and analysing of online content performance
Search Engine Marketing/SEO for Content Marketing
Best free-use SEO Tools for Content Marketing (Google Search Console and other Content related SEO tools)
Best paid SEO Tools for Content Marketing research (ahrefs)
Develop a strategy and perform an Email Marketing campaign complimenting the Content marketing strategies
During the course as a class work base students will be introduced to
advanced information search techniques and
online tools for business, education (learning/teaching), individual- and team- work and collaboration

The course, among other, prepares students for HubSpot certifications exams. The program is tailored to the individual student's background.

Students participating in the course have an optional opportunity to take part in the Google Ad Grants Online Marketing Challenge or Global Online Marketing Academic Challenge (GOMAC). Please notify dr. Czart at the classes if you would like to take part in the challenges. In the previous years his students won the title: the 2018 GOMAC Global Winner, the 2017 Google Online Marketing Challenge (GOMC) Europe Winners and since 2009 were 6 times Finalist Europe Top 5 and 10 teams Semi-Finalists (from 2011 defined as Europe Top 15). Dr. Czart is a member of Google's Global Academic Panel, Global Online Marketing Academic Challenge Organizing Committee, Google’s Digital Garage Official Trainer and within 2016-2019 a member of the Collegiate ECHO Marketing Challenge jury.

Besides in-class teaching methods, dr. Czart has over 10 years of online innovative teaching (in Polish/English) experience (among other successfully adapting hands-on-experience, flipped classroom and u-learning methodologies - methods adherent to the NMC Horizon and European Commission recommendations [1,2]).

[1] “The NMC Horizon Report Europe: 2014 Schools Edition”, the NMC Horizon and European Commission
[2] “2014 NMC Technology Outlook for Australian Tertiary Education”, the NMC (New Media Consortium) and Open Universities Australia.

Pre-requisites in terms of knowledge, skills and social competences (where relevant)

good base of skills related to general computer and Internet use

Syllabus

Week 1: Digital Marketing Fundamentals

Week 2: Inbound Marketing Methodology and Tools

Week 3: Inbound Marketing Strategies

Week 4: Research for Inbound Marketing Plan

Week 5: Content Marketing Fundamentals

Week 6: Content Marketing Strategies

Week 7: Business Content Strategies

Week 8: Video Marketing

Week 9: Measuring and Analysing of Online Content Performance

Week 10: Search Engine Marketing/SEO for Content Marketing

Week 11: On-Site and Off-Site SEO Strategies for Content Marketing

Week 12: Top SEO Tools for Content Marketing

Week 13: Email Marketing Fundamentals

Week 14: Email Marketing Strategies

Week 15: Email Marketing Tools and Analytics

Reading list

Scripts, presentations and webinars delivered by the lecturer and loads of online resources