Search and discovery marketing

What it covers

This unit explores the theoretical and practical foundations of how consumers locate information, products, and brands across today’s dynamic digital ecosystems. You will investigate the mechanics of traditional search engines through SEO and SEM while also evaluating emerging modes of discovery shaped by social media, AI-driven curation, and generative search experiences. The unit emphasises evaluating digital visibility strategies, understanding search across platforms and applying these concepts to contemporary marketing challenges.

Assessment

When and where