Studying online

There are now 3 possible online modes for units:

Units with modes Online timetabled and Online flexible are available for any student to self-enrol and study online.

Units available in Online Restricted mode have been adapted for online study only for those students who require the unit to complete their studies and who are unable to attend campus owing to exceptional circumstances beyond their control. To be enrolled in a unit in Online Restricted mode, students should contact their Student Advising Office through askUWA

Click on an offering mode for more details.

Unit Overview

Description

In this unit, students learn about search engine marketing, which is one of the most prominent marketing approaches today. The unit covers search engine optimisation (SEO) and paid search advertising, and balances theory and practice. Students will work with Google Ads to plan an actual search engine marketing campaign for a local organisation.

Credit
6 points
Offering
AvailabilityLocationModeFirst year of offer
Not available in 2023UWA (Perth)Face to face
Outcomes

Students are able to (1) critically reflect on the role search engines play in marketing, organisations and society; (2) critically reflect on the theories underpinning the use of search engines in marketing; (3) exercise judgement to recommend solutions around the integration of search engines in marketing; (4) utilise search engines to communicate to a range of stakeholders; (5) demonstrate competencies to work effectively in diverse teams; and (6) demonstrate the ability for clear and coherent oral and written communication.

Assessment

Indicative assessments in this unit are as follows: (1) preparation & participation; (2) project; and (3) exam. Further information is available in the unit outline.

Student may be offered supplementary assessment in this unit if they meet the eligibility criteria.

Unit Coordinator(s)
Dr Paul Harrigan
Contact hours
seminars: 3 hours per week for 12 weeks
  • The availability of units in Semester 1, 2, etc. was correct at the time of publication but may be subject to change.
  • All students are responsible for identifying when they need assistance to improve their academic learning, research, English language and numeracy skills; seeking out the services and resources available to help them; and applying what they learn. Students are encouraged to register for free online support through GETSmart; to help themselves to the extensive range of resources on UWA's STUDYSmarter website; and to participate in WRITESmart and (ma+hs)Smart drop-ins and workshops.
  • Unit readings, including any essential textbooks, are listed in the unit outline for each unit, one week prior the commencement of study. The unit outline will be available via the LMS and the UWA Handbook one week prior the commencement of study. Reading lists and essential textbooks are subject to change each semester. Information on essential textbooks will also be made available on the Essential Textbooks. This website is updated regularly in the lead up to semester so content may change. It is recommended that students purchase essential textbooks for convenience due to the frequency with which they will be required during the unit. A limited number of textbooks will be made available from the Library in print and will also be made available online wherever possible. Essential textbooks can be purchased from the commercial vendors to secure the best deal. The Student Guild can provide assistance on where to purchase books if required. Books can be purchased second hand at the Guild Secondhand bookshop (second floor, Guild Village), which is located on campus.