ENTR-8061 Pay-Per-Performance Marketing

Prerequisites None
Cost-Per-Click, Cost-Per-Impression, and Cost-Per-Call– all types of sponsored online advertising used on websites and search engines. Learn how to advertise on desktop, mobile, and tablet devices and create an advertising campaign to increase brand awareness, generate sales/ leads, and advertise to target audiences.

Contact Hours: 6

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Learning Outcomes
Upon completion of this introductory course, students will be aware of how to:

Use digital media advertising pricing models.
Create advertisements.
Incorporate Analytics.
Determine what advertising mix would be most effective for the message.

Topics

Introduction: Performance-based marketing.
Setting up an AdWords account.
Content and best practices.
Search engine ranking factors.
Advertising in social media and ranking in search results.

Activities/Resources

Lecture.
Demonstration.
Discussion.

Evaluation
Students will confidentially evaluate this course by completing the Student Evaluation of Class form distributed at the last class session.

Successful Completion
The instructor will evaluate the student’s skills learned using participation, attendance, feedback, testing where appropriate, and projects completed. To receive credit, 100% attendance is required. Upon successful completion, this class will appear on the student’s Macomb Community College non-credit transcript. Students may request the Social Media for Business certificate from the program coordinator once all required classes have been completed.

Textbook
Handouts and links will be made available in class.

Recommended but not required text: The Ultimate Guide to Pay-Per-Click Advertising by Richard Stokes. ISBN 978-15991-8534-7.

Workforce & Continuing Education - Macomb Community College, 14500 E 12 Mile Road, Warren, MI 48088