Search Engine Marketing (Executive Certificate Course)
Law for SEO and SEA
| Semester | 1 |
|---|---|
| Academic year | 1 |
| Course code | SEML1RFSIL |
| Type | IL |
| Kind | Compulsory |
| Language of instruction | German |
| 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:
-
Linkbuilding
| Semester | 1 |
|---|---|
| Academic year | 1 |
| Course code | SEML1LBUIL |
| Type | IL |
| Kind | Compulsory |
| Language of instruction | German |
| 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 |
| Language of instruction | German |
| 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 |
| Language of instruction | German |
| 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 |
| Language of instruction | German |
| 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 |
| Language of instruction | German |
| 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 |
| Language of instruction | German |
| 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 |
| Language of instruction | German |
| 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 |
| Language of instruction | German |
| 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 |
| Language of instruction | German |
| 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:
-
Conversion Optimization
| Semester | 2 |
|---|---|
| Academic year | 1 |
| Course code | SEML2COPIL |
| Type | IL |
| Kind | Compulsory |
| Language of instruction | German |
| 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 |
| Language of instruction | German |
| 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:
Module description:
-
Google Ads Bootcamp 2 and Semester Exam
| Semester | 2 |
|---|---|
| Academic year | 1 |
| Course code | SEML2GACSE |
| Type | SE |
| Kind | Compulsory |
| Language of instruction | German |
| 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:
Module description:
-
Google Search Console
| Semester | 2 |
|---|---|
| Academic year | 1 |
| Course code | SEML2PMKIL |
| Type | IL |
| Kind | Compulsory |
| Language of instruction | German |
| 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 |
| Language of instruction | German |
| 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 |
| Language of instruction | German |
| 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 |
| Language of instruction | German |
| 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 |
| Language of instruction | German |
| 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 | |
| Semester | Semesters 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) |
| SWS | weekly contact hours over 14 weeks in semester (example SWS 2 equals 28 contact hours for the whole course |
| ECTS Credits | Work load in ECTS credits, 1 ECTS credit equals an estimated 25 hours of work for the student |
| INTL-Code | Indicates 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 |
| Type | BP = 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 |