Course Syllabus

Spring 2026 | BUS-2245-VO99 - Search Engine Marketing & Optimization

Independent Study Class

Faculty

Barb Jones
View Faculty Credentials
View Faculty Statement
Hiring Coordinator for this course: Nick Molander

Note

Many degree programs have specific general education recommendations. In order to avoid taking unnecessary classes, please consult with additional resources like your program evaluation, your academic program catalog year page, and your academic advisor.

Courses may only be used to meet one General Education Requirement.

Course Description

This course introduces students to the technologies, techniques, and strategies required to achieve high rankings on search engines. Students learn how to create an effective search engine marketing campaign to achieve promotional goals. Students explore the role of search engine optimization in increasing website traffic and improving visitor experience. Topics will include information architecture and navigation, content structure, and internal page and link strategy. Prerequisite: Introduction to Digital Marketing or equivalent skills.

Essential Objectives

1. Provide an overview of search engine marketing (SEM) and search engine optimization (SEO), including their uses and application.
2. Define pay-per-click (PPC) advertising and describe PPC history.
3. Describe the basic components and structure of a PPC advertising campaign.
4. Develop and create a PPC campaign applying the basic components and structure of advertising campaigns.
5. Explain basic PPC metrics and how to utilize metrics to optimize a PPC campaign.
6. Evaluate the effectiveness of campaigns using sample data.
7. Define SEO and describe how it is used to improve website interaction for users and search engines.
8. Describe and define basic SEO concepts and technical terminology and explore the relationship of SEO to web design.
9. Demonstrate the connection between website architecture, SEO, and SEM.
10. Explore tools for SEO and SEM-related tasks including the use of spreadsheets to analyze SEO marketing data.
11. Research and establish educational, career, and professional goals related to the fields of digital marketing, search engine marketing, and search engine optimization.

Required Technology

More information on general computer and internet recommendations is available on the CCV computer recommendations Support page.

Please see CCV's Digital Equity Statement (pg. 45) to learn more about CCV's commitment to supporting all students access the technology they need to successfully finish their courses.

Required Textbooks and Resources

This course only uses free Open Educational Resources (OER) and/or library materials. For details, see the Canvas Site for this class.

Artificial Intelligence(AI) Policy Statement

CCV recognizes that artificial intelligence (AI) and generative AI tools are widely available and becoming embedded in many online writing and creative applications.

Allowed: This course's generative AI policy acknowledges technology, including generative AI, plays a supportive role in learning and feedback. During our class, we may use AI writing tools such as ChatGPT in certain specific cases. You will be informed as to when, where, and how these tools are permitted to be used, along with guidance for attribution. Any use outside of these specific cases constitutes a violation of CCV's Academic Integrity Policy.

Generative AI tools (such as ChatGPT or similar technologies) may be used in this course as a learning support, but not as a substitute for the student’s own thinking, analysis, or decision-making.

Appropriate uses of AI in this course include:

• Brainstorming ideas or approaches

• Organizing outlines or plans

• Clarifying concepts or terminology

• Assisting with revision, editing, or explanation of the student’s own work

Inappropriate uses of AI include:

• Submitting AI-generated work as if it were entirely the student’s own

• Using AI to complete analyses, evaluations, or strategic decisions without the student’s direct intellectual engagement

• Relying on AI to replace the learning objectives of an assignment

Students are responsible for ensuring that all submitted work reflects their own understanding and effort. If AI tools are used, students should be prepared to explain how the tool supported their learning and decision-making process.

The goal of this policy is not to prohibit AI use, but to encourage ethical, transparent, and effective use of AI as a professional support tool, consistent with real-world expectations in digital marketing and related fields.

Methods

This course is delivered as an independent study and emphasizes applied, self-directed learning supported by instructor guidance. Students engage in hands-on activities that reflect real-world search engine marketing and optimization practices. Learning activities include analysis of websites and search campaigns, keyword and competitor research, use of SEO and PPC tools, spreadsheet-based data analysis, and development of an integrated SEO and PPC strategy.

Instruction is supported through milestone-based assignments, written analysis and reflection, and individualized instructor feedback. Students apply concepts using real or simulated data and tools commonly used in the field. Periodic instructor check-ins provide guidance, clarification, and feedback as the student progresses through the course.

Evaluation Criteria

This course uses a weighted category evaluation system based on milestone-based assignments and a cumulative final project. Student performance is evaluated through applied written work, data analysis, and strategic planning activities that demonstrate understanding of search engine marketing and optimization concepts. There are no quizzes or discussion-based grades in this independent study.

Final grades are calculated using the following weighted categories:

• Milestone 1: Search Ecosystem & Business Context – 15%

• Milestone 2: Keyword, Audience, and PPC Foundations – 20%

• Milestone 3: On-Page SEO, Technical SEO, and Site Architecture – 20%

• Milestone 4: PPC Metrics, Analytics, and Campaign Evaluation – 15%

• Final Project: Integrated SEO & SEM Strategy – 30%

Each milestone contributes directly to the final project and is assessed using assignment-specific rubrics that emphasize understanding of course concepts, application of SEO and PPC tools, quality of analysis, and professional written communication. The final project serves as a comprehensive demonstration of the student’s ability to apply course concepts in an integrated, real-world context.

The final course grade is determined by calculating the weighted average of all completed milestones and the final project.

Grading Criteria

CCV Letter Grades as outlined in the Evaluation System Policy are assigned according to the following chart:

	High	Low
A+	100	98
A	Less than 98	93
A-	Less than 93	90
B+	Less than 90	88
B	Less than 88	83
B-	Less than 83	80
C+	Less than 80	78
C	Less than 78	73
C-	Less than 73	70
D+	Less than 70	68
D	Less than 68	63
D-	Less than 63	60
F	Less than 60
P	100	60
NP	Less than 60	0

Weekly Schedule

Attendance Policy

Regular attendance and participation in classes are essential for success in and are completion requirements for courses at CCV. A student's failure to meet attendance requirements as specified in course descriptions will normally result in a non-satisfactory grade.

• In general, missing more than 20% of a course due to absences, lateness or early departures may jeopardize a student's ability to earn a satisfactory final grade.
• Attending an on-ground or synchronous course means a student appeared in the live classroom for at least a meaningful portion of a given class meeting. Attending an online course means a student posted a discussion forum response, completed a quiz or attempted some other academically required activity. Simply viewing a course item or module does not count as attendance.
• Meeting the minimum attendance requirement for a course does not mean a student has satisfied the academic requirements for participation, which require students to go above and beyond simply attending a portion of the class. Faculty members will individually determine what constitutes participation in each course they teach and explain in their course descriptions how participation factors into a student's final grade.

Participation Expectations

Because this course is offered as an independent study, participation is demonstrated through active engagement with course milestones, timely communication with the instructor, and responsiveness to feedback, rather than through weekly class meetings or discussion forums.

Full participation includes:

• Submitting all required milestones and the final project by the end of the term

• Engaging thoughtfully with instructor feedback and incorporating revisions when appropriate

• Communicating proactively with the instructor regarding progress, questions, or challenges

• Participating in required instructor check-ins or progress updates as scheduled

Participation skills and habits are assessed through the student’s consistency, professionalism, and level of engagement throughout the term. This includes meeting agreed-upon timelines, demonstrating effort and reflection in written work, and showing growth based on instructor guidance.

Participation is not graded as a separate category in this course. Instead, participation is reflected in the quality, completeness, and progression of milestone assignments and the final project, which together determine the student’s final grade.

Missing & Late Work Policy

Because this course is offered as an independent study, students are responsible for managing their time and completing all required milestones and the final project by the end of the term. While suggested pacing is provided, students may work ahead or adjust their schedule as needed, as long as all required work is submitted by the course end date.

Late work is generally accepted in this course, provided the student communicates with the instructor in advance or as soon as possible. Students are encouraged to reach out if circumstances arise that may affect their ability to meet planned submission timelines.

Work that is submitted after an agreed-upon deadline without prior communication may receive reduced credit. The amount of any penalty will be determined based on the length of the delay and the overall quality of the work. In some cases, revisions may be required before credit is awarded.

Incomplete or missing milestones may significantly impact the final course grade, as each milestone contributes directly to the final project. All required milestones and the final project must be submitted in order to receive a passing grade for the course.

Accessibility Services for Students with Disabilities:

1. Provide disability documentation to the Accessibility Coordinator at your academic center. https://ccv.edu/discover-resources/students-with-disabilities/
2. Request an appointment to meet with accessibility coordinator to discuss your request and create an accommodation plan.
3. Once created, students will share the accommodation plan with faculty. Please note, faculty cannot make disability accommodations outside of this process.

Academic Integrity

Apply Now for this semester.