Curriculum

Developed by the industry’s leading experts of the Digital Marketing Institute and delivered by the University of Vermont’s expert faculty, our globally certified curriculum uses the latest methods, techniques, and tools over our 10-week certificate. We will teach you the essential skills, strategies, and knowledge that you need to become a Search Marketing Specialist and help you gain a competitive advantage for both your business and career.

Weekly Topics/Modules

Week 1. Introduction to Search Marketing 

The Introduction to Search Marketing module introduces the key technical concepts and terminology in search marketing. You will learn how search sits within wider digital marketing practice and understand how the core search elements work together to achieve targeted and high-converting traffic. 

Week 2. SEO – Setup 

This module develops the knowledge and skills needed to implement search engine optimization in a technically effective way. You will also be introduced to a number of common issues encountered in search engine optimization and how to combat them.

Week 3. SEO – Content 

The SEO Content module enables participants to develop their understanding of content relevance and the technical aspects of on-page optimization. You will know the role content plays in SEO rankings whilst also exploring technicalities such as tags, filenames, URL choices, CTR influencers, off-page optimization, and more.

Week 4. SEO – Workshop 

The SEO Workshop module is a workshop format in which participants will be asked to implement their considered SEO strategy employing a range of resources and tools. You will develop and demonstrate skills by auditing your own sites effectiveness and engaging with optimization techniques to achieve SEO success.

Week 5. PPC Advertising – Search 

The PPC Search Advertising module details the foundational concepts of pay-per-click advertising. You will learn how to set up a Google AdWords account, interact with the AdWords interface and understand the AdWords hierarchy. You will gain the skills and know-how needed to launch ads and determine which perform best in terms of conversions and traffic.

Week 6. PPC Advertising – Display Networks 

The PPC Display Networks Advertising module introduces performance indicators for pay-per-click advertising display campaigns. You will learn about the importance and measurement of click-through-rates (CTR), conversion rates, and average cost-per-click (CPC). You will also be introduced to the concept of the Quality Score as you learn to create detailed campaign management reports.

Week 7. PPC Advertising – Video 

This module investigates the opportunities available for pay-per-click advertising through display advertising networks, video hosting, and mobile platforms. You will learn how to plan and implement a video advertising campaign and be able to optimize it to achieve best results.

Week 8. Analytics – Setup 

The Analytics Setup module introduces participants to the importance of measuring, monitoring, and optimizing digital marketing campaigns. Upon module completion, you will realize the full functionalities of analytics and how they can be used to underpin all digital marketing activities.

Week 9. Analytics – Applied 

The Analytics Applied module develops participants’ understanding of the more technical aspects of analytics. You will be introduced to the concept of filters in order to formulate suitable reports, learn how to organize reporting across multiple domains, employ segmentation techniques, analyze AdWords campaigns, and generate reports detailing goals, conversions, and funnels.

Week 10. Strategy and Planning 

This module is the cornerstone module of the certification that will enable you to bring together the skills and knowledge gathered in the previous modules to create a coherent search marketing strategy.