MGI535 Search Marketing (8)

During this subject students will learn the latest methods, techniques and tools for improving their organisation's search marketing and brand building efforts. They will analyse how different campaigns work and create a search marketing plan that incorporates a Search Engine Optimisation (SEO) strategy and a Pay Per Clicks (PPC) campaign.


Session 2 (60)
Wagga Wagga Campus

Continuing students should consult the SAL for current offering details: MGI535. Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.

Subject Information

Grading System



One session


School of Management and Marketing

Enrolment Restrictions

Only available to students enrolled in IT Masters relevant courses.

Learning Outcomes

Upon successful completion of this subject, students should:
  • be able to implement Search Engine Optimisation (SEO) in a technically effective way, and identify common issues
  • be able to demonstrate their understanding of content relevance and the technical aspects of on-page optimisation
  • be able to develop an SEO strategy using a range of resources and tools
  • be able to develop, evaluate, and rationalise the commercial viability of Pay Per Click (PPC) and other paid search campigns
  • be able to analyse how different campaigns are working, understand conversion analysis and apply campaign attribution and tagging, and
  • be able to create a formal search marketing plan


This subject will cover the following topics:
  • Introduction to Search Marketing
  • Search Engine Optimisation (SEO) Technical Setup
  • SEO Content
  • Display Networks
  • Paid search such as Pay Per Click, Pay Per Acquisition and Pay Per Impression
  • Setting up your website for analytics
  • Analytics is your search marketing working?
  • Strategy & Planning

Indicative Assessment

The following table summarises the assessment tasks for the online offering of MGI535 in Session 2 2020. Please note this is a guide only. Assessment tasks are regularly updated and can also differ to suit the mode of study (online or on campus).

Item Number
Value %
Search market evaluation
Seo audit
Paid search approach & plan
Search marketing plan

The information contained in the CSU Handbook was accurate at the date of publication: May 2021. The University reserves the right to vary the information at any time without notice.