Search Engine Marketing (Executive Certificate Course)

Course titleSWSECTSTYPE

Law for SEO and SEA

Semester 1
Academic year 1
Course code SEML1RFSIL
Type IL
Kind Compulsory
INTL-Code 1
SWS 1
ECTS Credits 1
Examination character immanent

Lecture content:

As in all areas, playing legal hardball happens here as well: written warnings, provisional stipulations and infringements upon copyright laws. Mag. Peter Harlander illuminates pitfalls, shows how these can be avoided and speaks about recent convictions.

Superior module:

Online Marketing

Module description:

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Linkbuilding

Semester 1
Academic year 1
Course code SEML1LBUIL
Type IL
Kind Compulsory
INTL-Code 1
SWS 1
ECTS Credits 1
Examination character immanent

Lecture content:

Establish good links. Dispel bad ones. Sounds easy, right? With the appropriate tools you can change the otherwise tedious job of risk evaluation and link dispelling into a fluent and consistent process. Even when you work with millions of links. Using a proper competition analysis you also find the appropriate sources of links for your website and can even make the contact acceptance with your link providers automatic.

Superior module:

Technical programming and tools

Module description:

-

Onpage.org

Semester 1
Academic year 1
Course code SEML1ONPSE
Type SE
Kind Compulsory
INTL-Code 1
SWS 1
ECTS Credits 1
Examination character immanent

Lecture content:

OnPage.org is one of the leading SEO analysis tools for onpage-optimization. Marcus Tandler, one of its founders, explains this tool and and administers the examination for the title of OnPage.org Expert.

Superior module:

Technical programming and tools

Module description:

-

SEO BootCamp & Semester Exam

Semester 1
Academic year 1
Course code SEML1SBCIL
Type IL
Kind Compulsory
INTL-Code 1
SWS 5
ECTS Credits 5
Examination character final

Lecture content:

The SEO Boot Camp offers a structured introduction to the topic of search engine optimization. Focus is on the use of SEO, approach thereof, as well as possibilities for on-page and off-page optimizations, also including various tools.

Superior module:

Search Engine Optimization

Module description:

-

Sistrix

Semester 1
Academic year 1
Course code SEML1SIXSE
Type SE
Kind Compulsory
INTL-Code 1
SWS 1
ECTS Credits 1
Examination character immanent

Lecture content:

The SISTRIX Toolbox is one of the most often used SEO tools in the German-speaking world. The tool is explained, starting with the basics. Study projects are analyzed together. At the end of the day, participants get SISTRIX certified.

Superior module:

Technical programming and tools

Module description:

-

Storytelling

Semester 1
Academic year 1
Course code SEML1SYTIL
Type IL
Kind Compulsory
INTL-Code 1
SWS 1
ECTS Credits 1
Examination character immanent

Lecture content:

Extended knowledge about storytelling, content marketing, content strategies, content planning, content creation and organization. Content curation.

Superior module:

User and Content

Module description:

-

Technical SEO

Semester 1
Academic year 1
Course code SEML1TSOIL
Type IL
Kind Compulsory
INTL-Code 1
SWS 2
ECTS Credits 2
Examination character immanent

Lecture content:

Technical SEO is one of the most important foundations of search engine optimization. One's own web presentation must be made flawlessly readable and comprehensible by Google Crawler without pointlessly wasting Google resources. In addition, one needs to make sure that only those contents appear in the Google index that should also later be found.

Superior module:

Technical programming and tools

Module description:

-

Techniques of scholarly work

Semester 1
Academic year 1
Course code SEML1WISIL
Type IL
Kind Compulsory
INTL-Code 1
SWS 1
ECTS Credits 1
Examination character immanent

Lecture content:

In this course participants learn what scholarly work is and which requirements it needs to meet. Participants are guided through the steps of first conception of a piece of research and on to the formulation of the research question through to construction of a piece of scholarly work. Research questions and hypotheses are formulated and it is explained where and how scholarly literature is investigated.

Superior module:

-

Module description:

-

Understanding Visitors

Semester 1
Academic year 1
Course code SEML1BEVIL
Type IL
Kind Compulsory
INTL-Code 1
SWS 1
ECTS Credits 1
Examination character immanent

Lecture content:

In order to be found properly, one has to first understand, how and why someone is searching. What does the visitor want and how can I organize / optimize my contents to meet his/her needs?

Superior module:

User and Content

Module description:

-

Web analysis

Semester 1
Academic year 1
Course code SEML1WEBIL
Type IL
Kind Compulsory
INTL-Code 1
SWS 2
ECTS Credits 2
Examination character immanent

Lecture content:

On these two days we learn from Google how to correctly handle Google Analytics for optimal web statistics. This block will be completed with an official Google Analytics certification "Google Analytics-IQ". In addition, possibilities of Google Day Manager will be a topic.

Superior module:

Online Marketing

Module description:

-

Course titleSWSECTSTYPE

Conversion Optimization

Semester 2
Academic year 1
Course code SEML2COPIL
Type IL
Kind Compulsory
INTL-Code 1
SWS 1
ECTS Credits 1
Examination character immanent

Lecture content:

What is the point of visitors if goals are not achieved? Goals can mean decisions to purchase, new customers, inquiries or only newsletter sign-ups. Once you have the visitor on your own website, you need to walk him/her to the desired goal. This is where conversion optimization helps. But conversion optimization doesn't just begin on your own website.

Superior module:

User and Content

Module description:

-

Google Ads Bootcamp 1

Semester 2
Academic year 1
Course code SEML2GABSE
Type SE
Kind Compulsory
INTL-Code 1
SWS 3
ECTS Credits 3
Examination character immanent

Lecture content:

In the first Google AdWords block partipants will be prepared for the following Google AdWords certifications, which will be received from Google within the framework of this blocked course: "AdWords-Basics", "Search Engine Advertising" and "Display Advertising".

Superior module:

Google

Module description:

-

Google Ads Bootcamp 2 and Semester Exam

Semester 2
Academic year 1
Course code SEML2GACSE
Type SE
Kind Compulsory
INTL-Code 1
SWS 3
ECTS Credits 3
Examination character final

Lecture content:

In the second Google AdWords block participants will be prepared for the following Google AdWords certifications, which will also be received from Google within the framework of this blocked course: "Mobile Advertising", "Video Advertising" und "Advertising at Google Shopping".

Superior module:

Google

Module description:

-

Google Search Console

Semester 2
Academic year 1
Course code SEML2PMKIL
Type IL
Kind Compulsory
INTL-Code 1
SWS 2
ECTS Credits 2
Examination character immanent

Lecture content:

XXX

Superior module:

Search Engine Optimization

Module description:

-

International SEO

Semester 2
Academic year 1
Course code SEML1ISOIL
Type IL
Kind Compulsory
INTL-Code 1
SWS 2
ECTS Credits 1.5
Examination character immanent

Lecture content:

The trend is moving without wavering toward mobility. Hardly a website has more visitors doing research from a desktop than from Smartphones. But how will one be found on mobiles? Rethinking is required.

Superior module:

Search Engine Optimization

Module description:

-

Onlinethinking

Semester 2
Academic year 1
Course code SEML2OTGIL
Type IL
Kind Compulsory
INTL-Code 1
SWS 1
ECTS Credits 1
Examination character immanent

Lecture content:

How does online marketing work in the face of tough competition and limited resources? In the online thinking seminar we take a day to deal with how your future customers can better find your online offers, better understand them and thereby make more purchases.

Superior module:

User and Content

Module description:

-

SEM Tourismus

Semester 2
Academic year 1
Course code SEML2SETIL
Type IL
Kind Compulsory
INTL-Code 1
SWS 1
ECTS Credits 1
Examination character immanent

Lecture content:

Search engine marketing for hotels, tourism regions and locations works somewhat differently in many ways. Michael Mrazek reports on his many years of experience in the field and uses case studies to illustrate what works and what doesn't.

Superior module:

Search Engine Optimization

Module description:

-

SEO Advanced

Semester 2
Academic year 1
Course code SEML1SRMIL
Type IL
Kind Compulsory
INTL-Code 1
SWS 2
ECTS Credits 1.5
Examination character immanent

Lecture content:

Those actively pursuing search engine optimization must be aware of the risks involved. Over-optimization of on-page as well as off-page optimization can lead to penalties on the part of Google in regard to findability. Also, in contested markets it is possible that competitors use this very situation to make others less able to be found. We learn how to detect such occurences and how to protect oneself against them. Topic of particular focus in this block is the even more detailed improvement of loading times, as these in the meantime are also an important factor for Google and the user.

Superior module:

Search Engine Optimization

Module description:

-

Legend
SemesterSemesters 1, 3, 5: courses held only in winter semester (mid-September to end of January), Semesters 2, 4, 6: courses held only in summer semester (mid-February to end of June)
SWSweekly contact hours over 14 weeks in semester (example SWS 2 equals 28 contact hours for the whole course
ECTS CreditsWork load in ECTS credits, 1 ECTS credit equals an estimated 25 hours of work for the student
INTL-CodeIndicates categories for incoming students
5: offered in English on a routine basis
4: offered in English if a specified number of incoming students attend (usually 3)
3: taught in German but support material in English, exams can also be taken in English, active support from a student buddy
2: taught in German, incoming students require sufficient German proficiency to follow class
1: not available for incomings
TypeBP = Bachelor final exam
DP/MP = Master final exam
IL = Lecture with integrated project work
IT = Individual training/phases
LB = Lab (session)
PS = Pro-seminar
PT = Project
RC = Course with integrated reflective practice
RE = Revision course
SE = Seminar
TU = Tutorial
UB = Practice session/Subject practical sessions
VO = Lecture