Marketing Department • MKT 4450
Search Engine Optimization & Content Strategy
Master the art and science of SEO. Learn to drive organic traffic, build authority, and create data-driven content strategies that deliver measurable results in today's digital landscape.
93%
Job Placement Rate
$72k
Avg. Starting Salary
150+
Industry Partners
4.8/5
Student Rating
What You'll Learn
This hands-on course bridges the gap between marketing theory and real-world SEO practice. You'll work with industry-standard tools, audit live websites, and build campaigns from the ground up — graduating with a portfolio that proves your skills to employers.
Keyword Research & Analysis
Learn to uncover high-value search terms using tools like Ahrefs, SEMrush, and Google Keyword Planner to inform content and campaign strategy.
Technical SEO
Understand site architecture, page speed optimization, schema markup, crawlability, and Core Web Vitals that impact search rankings.
Content Strategy & Optimization
Create SEO-driven content calendars, optimize on-page elements, and develop pillar-cluster models that build topical authority.
Analytics & Reporting
Master Google Analytics 4, Search Console, and custom dashboards to measure performance, prove ROI, and refine your strategy.
Real-World SEO Audits
You won't just study SEO theory — you'll perform comprehensive audits on live client websites provided by our industry partners. Using professional-grade tools, you'll identify technical issues, content gaps, and backlink opportunities, then present actionable recommendations in a boardroom-style format.
Campaign Capstone Project
In the final four weeks, you'll build and launch a full SEO campaign for a local business or nonprofit. From initial research and technical fixes to content creation and link building, you'll own every step of the process — and measure the impact with real data.
Industry Certifications Included
This course prepares you for the Google Analytics Individual Qualification (GAIQ) and the SEMrush SEO Toolkit certification — both included in your tuition. Over 85% of our students pass on their first attempt, giving you credentials that set you apart before graduation.
Course Details
Everything You Need to Know
MKT 4450 is a 3-credit, upper-division elective within the Marketing major. It fits seamlessly into the Digital Marketing concentration and is open to all business majors with completed prerequisites.
- Prerequisites: MKT 3010 (Principles of Marketing)
- Schedule: Tuesdays & Thursdays, 2:00–3:15 PM
- Format: In-person with optional virtual office hours
- Class Size: Capped at 30 students for hands-on learning
- Tools Provided: Ahrefs, SEMrush, Screaming Frog, GA4
16-Week Course Modules
A carefully structured curriculum that builds your SEO expertise from foundational concepts to advanced campaign management.
Meet Your Instructor
Dr. Sarah Chen
Associate Professor of Marketing | Digital Strategy Lab Director
Dr. Chen spent a decade leading SEO and content strategy at agencies including Razorfish and iProspect before joining the faculty in 2019. Her research on search behavior and consumer intent has been published in the Journal of Marketing, Journal of Interactive Marketing, and Marketing Science. She holds Google, HubSpot, and SEMrush certifications and consults with Fortune 500 brands on organic growth strategy.
Named "Professor of the Year" by the Marketing Student Association in 2023, Dr. Chen is known for making complex technical concepts accessible and actionable.
What Students Are Saying
"This course completely changed my career trajectory. I walked into my interview at HubSpot and could speak fluently about technical audits, content clusters, and GA4 reporting. I got the offer on the spot."
— Jordan Mitchell, Class of 2024
Now: SEO Specialist, HubSpot
"The capstone project was the highlight of my college experience. Our team increased organic traffic by 140% for a local nonprofit in just four weeks. That case study is still the first thing I show in every interview."
— Priya Ramirez, Class of 2024
Now: Digital Marketing Analyst, Deloitte Digital
"Dr. Chen doesn't just teach you how to rank pages — she teaches you how to think strategically about organic search as a business channel. The certifications you earn are a huge bonus on your resume too."
— Marcus Thompson, Class of 2023
Now: Content Strategy Manager, Shopify
Frequently Asked Questions
Have questions about MKT 4450? Here are the answers to the most common ones we hear from prospective students.
Do I need any prior SEO or coding experience?
Not at all. The course starts with the fundamentals and builds progressively. If you've completed MKT 3010 (Principles of Marketing), you have all the background you need. We teach you the tools and technical concepts from scratch.
What software and tools will I need?
All professional tools — including Ahrefs, SEMrush, Screaming Frog, and Google Analytics 4 — are provided at no additional cost through our department's educational licenses. You'll just need a laptop and a web browser.
Can I take this course if I'm not a Marketing major?
Yes! MKT 4450 is open to all business majors as an upper-division elective. Students from Management Information Systems, Communications, and even Computer Science have taken and loved this course.
How is the course graded?
Grading is project-based: weekly SEO exercises (30%), midterm site audit (25%), capstone campaign (35%), and class participation (10%). There are no traditional exams — your work demonstrates your competency.
Will this course help me get a job?
Absolutely. Our graduates have been hired by companies including Google, HubSpot, Deloitte Digital, Shopify, and dozens of leading agencies. The certifications, portfolio projects, and hands-on experience give you a significant edge in the job market.
Fall 2025 Enrollment Open
Ready to Master SEO?
Seats are limited to 30 students. Secure your spot in MKT 4450 before registration closes on August 15.
Questions? Email Dr. Chen at [email protected] or visit the Marketing Department in Business Hall, Room 320.