MKM2400 Search engine marketing
Faculty of Business and Economics
MKM2400 Search engine marketing is a level 2, 6-credit-point, undergraduate unit from the Faculty of Business and Economics, offered in 2024 in Semester 2 at Malaysia. It needs MKM2300.
- Credit points
- 6
- Offered in 2024
- Semester 2
- Malaysia
- Assessment
- No exam
- 1 task
- Workload
- 144 hours
- per semester
This is the 2024 handbook entry. See the 2027 entry.
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Requisites
Before MKM2400
Prerequisites
Pass these before you enrol.
After MKM2400
No unit lists MKM2400 as a prerequisite in the 2024 handbook.
Overview
SEM is a crucial component of digital marketing and many organisations depend on on SEM to drive website traffic, generate leads, and increase conversions. This unit offers you the opportunity to apply theoretical knowledge to real-world scenarios.
Offerings in 2024
| Teaching period | Campus | Mode |
|---|---|---|
| Second semester | Malaysia | On campus |
Assessment
- Within semester assessment100%
Learning outcomes
When you finish this unit, you should be able to:
- 1
describe the fundamentals of search engine marketing (SEM) and its role in digital marketing strategies
- 2
analyse how search engines function, how users interact with them and the consequential impact on consumers intention and purchase behaviour
- 3
apply the technology and business process related to SEO and paid search advertising to acquire potential customers
- 4
explore industry trends like remarketing, display advertising, mobile and local search advertising to target customers.
Workload and teaching
- Tutorials24 hours
- Teaching approachEnquiry-based learning
- Teaching approachActive learning
Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.
This unit engages you in enquiry-based learning, where you will be encouraged to use your own knowledge to develop and engage in a process of enquiry, study and research to identify areas to be investigated and an approach to doing so.
This unit engages you in actively applying your knowledge, skills and attributes in interactive, collaborative and reflective activities.
Where it fits
MKM2400 is part of 1 area of study in the 2024 handbook.
Contacts
- Chief Examiners
- Dr Ankita Misra
Common questions
What are the prerequisites for MKM2400?
You need MKM2300 before you enrol.
When is MKM2400 offered?
In 2024, MKM2400 runs in Semester 2 at Malaysia.
How much work is MKM2400?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKM2400 have an exam?
No. MKM2400 has 1 assessment task and no exam.
Which majors and minors include MKM2400?
MKM2400 is part of Digital marketing .