Course Description
This advanced course focuses on developing and executing effective SEO (Search Engine Optimization) strategies to optimize digital marketing performance. Students will explore topics such as crafting targeted email marketing campaigns, media planning activities, and developing strategies that align with specific business goals. Emphasis will be placed on utilizing performance metrics to evaluate campaign success and adjusting marketing budgets or strategies accordingly to maximize ROI. Through various projects and assignments, students will learn to apply data-driven insights to continuously refine SEO and broader marketing initiatives. (3 credits)
Prerequisites
- ENG 101: English Composition 1
- ENG 102: English Composition 2
- MKT 220: Principles of Marketing
Program Learning Outcomes (PLOs)
Students who graduate with a major in Marketing will be able to:
- PLO 2: Design strategic marketing practices. This will include such areas as marketing research, consumer behavior, customer acquisition and retention strategies, and public relations. Additional areas include digital marketing including SEO techniques, social media strategies, leveraging artificial intelligence for targeted marketing campaigns, and driving brand loyalty.
- PLO 5: Demonstrate effective critical thinking, decision-making, problem solving, organizational leadership, teamwork; oral and written communication skills utilizing tools such as AI, research databases, and other tools as required.
Student Learning Outcomes (SLOs)
Students who successfully complete this course will be able to:
- Develop and execute comprehensive SEO strategies and apply advanced SEO techniques, including keyword research, technical optimization, content strategy, and performance measurement, to improve digital marketing effectiveness and support organizational goals.
- Design integrated digital marketing campaigns and create targeted email marketing campaigns and media plans that align SEO insights with broader digital marketing activities, optimizing customer acquisition, engagement, and retention.
- Evaluate and optimize campaign performance using data-driven insights by interpreting SEO and digital marketing analytics to assess campaign outcomes, adjust budgets, and refine strategies to maximize ROI and align with business objectives.
- Demonstrate effective communication, collaboration, and critical thinking by producing professional-quality written reports, presentations, and strategic recommendations that utilize AI-enabled tools, research databases, and cross-functional teamwork to solve real-world marketing problems.
Course Activities and Grading
| Assignments | Points | Weight |
|---|---|---|
Discussions (Weeks 1, 2, 3, 5, 6, 7) | 120 | 12% |
SEO Website Diagnostic Audit (Week 1) | 100 | 10% |
Keyword Research & Content Brief (Week 2) | 100 | 10% |
Technical SEO Audit (Week 3) | 100 | 10% |
Midterm Project (Week 4) | 160 | 16% |
Email Campaign + Media Plan (Week 5) | 100 | 10% |
KPI Tracking & ROI Analysis Report (Week 6) | 100 | 10% |
Final SEO Strategy Project (Week 7) | 160 | 16% |
Final Evaluation – Certifications of 7 Semrush SEO Courses (Week 8) | 60 | 6% |
Total | 1000 | 100% |
Required Textbooks
This course uses Open Educational Resources (OER). OER are openly licensed, educational resources that can be used for teaching, learning, and research. OER may consist of a variety of resources such as textbooks, videos, and software that are no cost for students.
- OER Source: Adam Clarke. SEO 2026: Learn search engine optimization with smart internet marketing strategies. 2025.
- Semrush Academy SEO Courses:
- Keyword Research Essentials
- Content Marketing Essentials for SEO and AI Search
- On-Page SEO and AI Search Essentials
- Off-Page SEO and AI Search Essentials
- Maximizing ROI through Marketing Analytics: A Practical Guide for In-House Marketers
- Fundamentals of Marketing Analytics
- Become an AI-Powered Marketer
- OER Source: The Ultimate Guide to Digital Marketing by DigitalMarketer
Course Schedule
Week | PLOs | SLOs | Readings and Exercises | Assignments |
1 | 2,5 | 1 | Topic: Introduction to SEO & Search Engines
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2 | 2 | 1 | Topics: Keyword Research Tools, Strategy & On-Page Optimization
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3 | 2 | 1 | Topics: Technical SEO & Site Performance Optimization
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4 | 2,5 | 1,2,3,4 | Topics: Email Marketing, Media Planning & SEM Integration
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5 | 2,5 | 2,3 | Topics: Integrated Campaign Strategy & Marketing Analytics
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6 | 2,5 | 3,4 | Topics: Budgeting, Forecasting & AI-Powered Marketing
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7 | 5 | 4 | Topics: Emerging Trends in SEO & Digital Marketing and Final SEO Strategy Project
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8 | 5 | 1,2,3,4 | Topics: Final Strategy & Semrush Final Evaluation
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COSC Accessibility Statement
Charter Oak State College encourages students with disabilities, including non-visible disabilities such as chronic diseases, learning disabilities, head injury, attention deficit/hyperactive disorder, or psychiatric disabilities, to discuss appropriate accommodations with the Office of Accessibility Services at OAS@charteroak.edu.
COSC Policies, Course Policies, Academic Support Services and Resources
Students are responsible for knowing all Charter Oak State College (COSC) institutional policies, course-specific policies, procedures, and available academic support services and resources. Please see COSC Policies for COSC institutional policies, and see also specific policies related to this course. See COSC Resources for information regarding available academic support services and resources.