Time/Location

Class will be held Tuesdays 12:10-1:00pm in Rausch 137.

Textbook One required text: Search Engine Marketing, Inc., by Mike Moran and Bill Hunt (IBM Press, 2006). It is or will be available from the university and online bookstores. See also Moran's book homepage for corrections and updates.

Prerequisites

An introductory programming experience (e.g., CSE 15, Engr 1, BIS 120) is the only course prerequisite.

Grading

Expected grading: class participation and online discussion, 10%; short quizes, totalling 20%; two homeworks, totalling 10%; term project (draft report, presentation, final report), 40%; and final exam, 20%.

Attendance is required. You are responsible for everything that occurs in class as well as assigned readings. A grade may be changed up to two weeks after an assignment, program, or exam is returned. After the final exam, no grades may be contested.

A late project or homework will be docked 10% of its total value for each 24 hour period for which it is late. No work will be accepted more than five days late, nor for assignments for which a solution has been posted or presented in class.

Topics to be covered

Why search marketing is important... and difficult; How search engines work; How search marketing works; How searchers work; Identifying your web site's goals; Measuring your web site's success; Measuring your search marketing success; Defining your search marketing strategy; Selling your search marketing proposal; Getting your site indexed; Choosing your target keywords; Optimizing your content; Attracting links to your site; Optimizing your paid search program; and, Making search marketing operational.

Policy on Academic Integrity and Collaboration

All work, unless explicitly stated in the problem definition, is to be an individual effort. You are encouraged to discuss assignments with one another, your friends, and with the instructors and graders of the course. Indeed, this may be the most effective method of learning. You may share concepts, approaches and strategies for producing a solution. However all work submitted in your name must be your own. If necessary, violations will be considered as cases of academic dishonesty.

It is sometimes difficult to know where to draw the line between educationally useful sharing of ideas and the educationally destructive copying of ideas. Please refer to the "Collaboration Policy" statement for more examples of what is and what is not unfair collaboration.

Policy on Disabilities

If you have a disability for which you are or may be requesting accommodations, please contact your instructor and the Office of Academic Support Services, Room 212, University Center or call (610-758-4152) as early as possible in the semester. You must have documentation from the Academic Support Services office before accommodations can be granted, and notice must be provided sufficiently in advance.

Other Relevant University Policies

Religious Holidays

Lehigh Computer Usage

Academic Integrity

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This page is http://www.cse.lehigh.edu/~brian/course/sem/syllabus.html
Last revised: 18 August 2006, Prof. Davison.