MK9713 - Performance Marketing and Search Strategy

What will I learn on this module?

In this module, you will delve into the strategic and practical elements of search marketing, emphasising its pivotal role in an organisation's digital marketing ecosystem. You will learn how to craft, analyse, and refine search marketing strategies through the application of cutting-edge tools and techniques, enhancing both theoretical understanding and practical skills.

The module will aim to provide you with:

Introduction to Search Marketing: Covering foundational concepts of SEO and PPC advertising within the broader digital marketing landscape.
SEO Strategy Development: Techniques for optimising website content and structure to improve visibility in search engine results.
PPC Campaign Management: Hands-on experience in designing, implementing, and monitoring pay-per-click advertising campaigns.
Search Analytics and Reporting: Leveraging tools like Google Analytics and SEMrush to gather data, interpret key metrics, and generate actionable insights.
Ethical and Legal Considerations: Exploring the ethical challenges and regulatory requirements related to search marketing practices.
Campaign Optimisation: Methods for ongoing refinement and performance improvement based on data analysis.
Preparation for Industry Certifications: Equipping you with the skills to pursue certifications such as Google Ads and Google Analytics Individual Qualification (GAIQ) as part of your professional development.
At the end of the module, you will be well-prepared to integrate search marketing strategies into a broader digital marketing plan, enhancing organizational success and your employability in a competitive industry.

How will I learn on this module?

You will be supported by a structured teaching and learning plan (TLP) designed to balance theoretical knowledge with practical application. This plan integrates lectures, hands-on workshops, and independent learning activities to ensure a comprehensive learning experience.

• Lectures and Workshops: Weekly lectures (1 hour) will introduce you to key concepts and frameworks in search marketing, including SEO, PPC, and analytics. These sessions will be followed by practical 2-hour workshops where you will use industry-standard tools like SEMrush and Google Ads to apply your learning in real-world scenarios.
• Directed Learning: Activities such as pre-reading academic and professional resources, preparing for workshops, and participating in discussion forums on the e-learning platform will reinforce your understanding of the subject.
• Independent Learning: You will be encouraged to explore areas of personal interest within search marketing, diving deeper into topics through extended reading, reflection, and applied research. This will help you develop a broader and more nuanced understanding of the field.
• Critical Reflection: Throughout the module, you will be guided to reflect critically on your knowledge, experiences, and practices, enabling you to develop the professional competence needed in a fast-paced digital marketing environment.

This holistic approach ensures that you are equipped with both the theoretical foundations and the practical skills to excel in search marketing roles.

How will I be supported academically on this module?

The university is well-placed to support you in learning and research with excellent library and teaching facilities, as well as access to relevant and up-to date data analytics software. You will have access to industrial standard web analytics software supported by additional Blackboard materials and access to Northumbria University’s library and databases.

Academic content and delivery will be enhanced through opportunity for guest practitioner expert input.

In addition, you will be supported at a programme level by an induction programme to introduce you to the University and the Masters’ programme. Each of you will also be assigned a personal tutor to provide pastoral support and guidance throughout the programme. Further support is provided to you through the Academic and Professional Development module, summative and formative feedback, and a module teaching and learning plan detailing the delivery structure and University requirements.

What will I be expected to read on this module?

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at: http://readinglists.northumbria.ac.uk
(Reading List service online guide for academic staff this containing contact details for the Reading List team – http://library.northumbria.ac.uk/readinglists)

What will I be expected to achieve?

Knowledge & Understanding:
• Develop a critical understanding of the principles and strategies of search marketing, including SEO, PPC, and analytics, in the context of integrated marketing campaigns. [MLO1]

Intellectual / Professional skills & abilities:
• Design and evaluate search marketing strategies through the application of contemporary analytical tools, effectively communicating outcomes to business stakeholders. [MLO2]
• Make informed decisions to optimize search marketing strategies using data-driven insights while considering ethical and legal implications. [MLO3]

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• Reflect on ethical values and demonstrate an understanding of the societal and environmental impact of search marketing strategies. [MLO4]

How will I be assessed?

Formative Assessment:

• Group-based workshops and discussion forums to practice keyword research, PPC campaign design, and analytics interpretation.
• Feedback on draft SEO and PPC strategies during class sessions.
• Reflective discussions on ethical dilemmas in search marketing.

Summative Assessment:

• Group Presentation (50%): Development and presentation of a PPC campaign strategy, including performance metrics and ethical considerations. Peer reviews will be included. [MLO2, MLO4]
• Individual Analytical Report (50%): A 3,000-word evaluation of an SEO strategy for a chosen business, including recommendations for improvement. [MLO1, MLO3, MLO4]

Pre-requisite(s)

None

Co-requisite(s)

None

Module abstract

The Performance Marketing and Search Strategy module equips students with in-demand skills in search engine optimisation (SEO), pay-per-click (PPC) advertising, and digital analytics. It balances theoretical frameworks with hands-on application, emphasising employability through alignment with industry certifications, including Google Ads and Google Analytics Individual Qualification (GAIQ). Students will learn to design, implement, and evaluate search marketing strategies, preparing for dynamic roles in digital marketing.

This module integrates the research-rich learning principles of Northumbria University, offering students a blend of academic rigor and industry relevance. Key highlights include live projects with marketing professionals, cutting-edge analytics tools like SEMrush, and workshops on search marketing ethics and data privacy.

Course info

Credits 20

Level of Study Postgraduate

Mode of Study 1 year Full Time

School Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

Start September 2026

Fee Information

Module Information

Digital Marketing MSc

All information is accurate at the time of sharing.

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Contact time is subject to increase or decrease in line with possible restrictions imposed by the government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors if this is deemed necessary in future.

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All information is accurate at the time of sharing.

Full time Courses are primarily delivered via on-campus face to face learning but could include elements of online learning. Most courses run as planned and as promoted on our website and via our marketing materials, but if there are any substantial changes (as determined by the Competition and Markets Authority) to a course or there is the potential that course may be withdrawn, we will notify all affected applicants as soon as possible with advice and guidance regarding their options. It is also important to be aware that optional modules listed on course pages may be subject to change depending on uptake numbers each year.

Contact time is subject to increase or decrease in line with possible restrictions imposed by the government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors if this is deemed necessary in future.

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