This document outlines the topics to be covered in an e-marketing elective course, including developing SEO strategy, PPC as part of SEM, the overall SEM process, understanding social media, different types of social media, a quiz on SEM, and student case presentations. The course is taught by Muhammad Talha Salam in fall 2010 and utilizes online slide presentations and readings from referenced textbooks. Key points on SEM include balancing SEO and PPC based on goals and objectives.

1. E-Marketing
Elective
Fall 2010
Muhammad Talha Salam, Asst. Professor
talha.salam@nu.edu.pk
Access it online: www.slideshare.net/talhasalam
> Developing SEO Strategy
> PPC part of SEM
> Search Engine Marketing: Overall Process
Discussion on Mid-I
Class Presentation | Session 22 | 29 Oct 2010
Search Engine Marketing
Ref: CHAP 4 Online Marketing Inside Out by SitePoint
CHAP 5 & 6 Textbook on E-Marketing by Quirk Biz

2. Access it online: www.slideshare.net/talhasalam
Developing SEO Strategy
Ref: Handout
Review of SEO
E-Marketing 2

3. Access it online: www.slideshare.net/talhasalam
PPC part of SEM
Ref: Handout
Important points
• Just because it is paid, doesn’t mean that you can get it
• High competition for attractive keywords
• Goes into bidding
• Pricing determines placing
• Important:
– How much price paid and what is conversion
– How much price paid and how much return
Self Read: Handout of key points from Google’s Adwords program
E-Marketing 3

4. Access it online: www.slideshare.net/talhasalam
Search Engine Marketing: Overall Process
Ref: Handout
Important points
• Draw balance between SEO & PPC
• Understand Pros & Cons of both
• Ideally, both should be implemented
• Key considerations:
– Overall goals & objectives of SEM
– How much weight to be given to each
E-Marketing 4

5. E-Marketing
Elective
Fall 2010
Muhammad Talha Salam, Asst. Professor
talha.salam@nu.edu.pk
Access it online: www.slideshare.net/talhasalam
> Understanding Social Media
> Different types of Social Media
> Quiz 4: Search Engine Marketing
> 2 x SPOT Case Presentations
Class Presentation | Session 23 | 2 Nov 2010
Social Media Marketing
Ref: CHAP 5 Online Marketing Inside Out by SitePoint
CHAP 8 & 9 Textbook on E-Marketing by Quirk Biz