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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