Search & Social Media Marketing Course Schedule

The Search & Social Media Marketing course schedule runs 4.30 pm – 8.15 pm on Thursday evenings at MediaCityUK, University of Salford as follows:

Search & Social Media Marketing – Foundation course – 4 days

Week 1
Search & Social Media Marketing Context

• How do we learn SSMM?
• Search & Social Media Marketing Context
• How Google and other search engines work
• Developing a marketing & keyword plan

Industry speaker: Katrina Gallagher -Managing Director at Digitangle, Internet Marketing

Week 2

Fundamental on-site optimisation

• Evaluating your web pages from search engines’ perspective
• Implementing your keyword plan by writing content

Industry speaker: Nikki Stasyszyn – Digital Marketing Manager, RR Donnelley

Week 3

Fundamental off-site optimisation / social media

• Increasing your link popularity
• Integration with Web 2.0 tools and Social Media Marketing
• Pay-per-click: if you need results fast

Industry speaker: Rebecca Rae, Reason Digital

Week 4

Peer-presentations and Foundations review

• How not to manage your search & social media marketing SSMM as an ongoing marketing process
• Learning from your website visitors’ experience

Industry speaker: Richard George, SEO Business Director – MEC Global

Search & Social Media Marketing – Professional 6 days

Week 5

Strategic and operational campaign management

• Advanced keyword research
• Refining Keyword Lists

Industry speaker: Aisha Choudhry – Director of Search, Fast Web Media

Week 6

Advanced Search and Social Media tools, techniques and analysis

• SEO Server Configuration
• Web Site Architecture
• SEO Web Site Page Construction & External influences
• Social Media techniques and analysis

Industry speaker: Paul Delaney, Head of Search – PushOn

Week 7

Building trust: balancing human and technical aspects

• Advanced Link earning and content marketing
• Advanced Internal & External Linking
• Strategies to Acquire Good Inbound Links
• Attracting Links

Industry speaker: David Nicoll – Social Media Manager at Run2

Week 8

Social Media and the impact of User Generated Content (UGC)

• Social Media and User Generated Content
• Social Media key motivators and behaviour
• Social Media Risks & Obligations
• Reputation Management

Industry speaker: Greg Ashton – Digital Strategist at Reason Digital

Week 9

Campaign reporting and review

• Editing and Optimising
• How to Write Good Copy Using Keywords
• Reporting and analytics
• Web Analytics
• Brand Reputation Monitoring & Management

Industry speaker: Phil Wright – Head of Analytics at MediaCom i-Lab North

Week 10

Peer-presentations and Professional review

Final presentations and guest talks

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