Course

Course Summary
Credit Type:
Course
ACE ID:
PATH-0005
Organization:
Pathstream
Location:
Online
Length:
144 hours and 5 weeks
Dates Offered:
Credit Recommendation & Competencies
Level Credits (SH) Subject
Lower-Division Baccalaureate 3 search and display advertising
Description

Objective:

The course objective is to give students greater insight into two major areas of paid advertising: search and display. Students will learn about the different channels and how they work. Students will also learn best practices for search and display and how to create effective strategies.

Students will be assessed on their performance through a presentation that will be completed throughout the course. The presentation will outline a campaign strategy for search and display.

Learning Outcomes:

  • Recognize best practices and understand the lifecycle of a search campaign.
  • Recognize best practices and understand the lifecycle of a display campaign.
  • Demonstrate the ability to calculate bids and understand costs that come with search and display advertising.
  • Understand how to run a search and display campaign and the key metrics for optimization.

General Topics:

  • Creating a search campaign Creating a display campaign Calculating bids for search and display advertising Analyzing key metrics for successful search and display campaigns
Instruction & Assessment

Instructional Strategies:

  • Audio Visual Materials
  • Case Studies
  • Coaching/Mentoring
  • Computer Based Training
  • Discussion
  • Laboratory
  • Learner Presentations
  • Practical Exercises
  • Project-based Instruction

Methods of Assessment:

  • Case Studies
  • Performance Rubrics (Checklists)
  • Presentations
  • Quizzes

Minimum Passing Score:

70%
Supplemental Materials

Other offerings from Pathstream

Salesforce Sales Operations Professional Certificate
(PATH-0022)
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