Students can explain the basic principles of search engines and can define campaigns which build on these basics. They can implement the relevant monitoring and controlling and describe measures for on-page and off-page optimization.

None

SEO (Search Engine Optimization) and SEM (Search Engine Marketing) are key aspects in operational marketing. The focus is on the basic principles according to which search engines work and the possibilities when defining and implementing campaigns.

• basics of search engines
• on-page and off-page optimization
• definition and realization of SEM campaigns
• monitoring and controlling
• SEO/SEM tools

• Beilharz F./ Kattau N./ Kratz K./ Kopp O./ Probst A./ Pelzer G./ Kellermann M./ Meier M./ Kamps I./ Vollmert M./ Putte N./ Neider W. (2017): Der Online-Marketing-Manager: Handbuch für die Praxis. O'Reilly.
  
• Czysch S. (2017): SEO mit Google Search Console: Webseiten mit kostenlosen Tools optimieren. 2nd ed. O'Reilly.
  
• Erlhofer S. (2018): Suchmaschinen-Optimierung: Das umfassende Handbuch. 9th, updated and ext. ed. Rheinwerk Computing.
  
• Grabs A./ Bannour K. P./ Vogl E. (2017): Follow me!: Erfolgreiches Social Media Marketing mit Facebook, Twitter und Co. 4th, updated and ext. ed. Rheinwerk Computing.
  
• Kreutzer R. T. (2018): Praxisorientiertes Online-Marketing: Konzepte - Instrumente - Checklisten. 3rd completely rev. and ext. ed. Springer Gabler.
  
• Lammenett E. (2017): Praxiswissen Online-Marketing: Affiliate- und E-Mail-Marketing, Suchmaschinenmarketing, Online-Werbung, Social Media, Facebook-Werbung. 6th ed. Springer Gabler.

Lecture, group work on case study, use of SEO/SEM (Search Engine Optimisation/Search Engine Marketing) tools

Presentation (20%), use of SEO/SEM tools (10%), report on case study (70%)