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Direct linkClarke, Theresa B.; Murphy, Jamie; Wetsch, Lyle R.; Boeck, Harold – Marketing Education Review, 2018
Instructors may find it difficult to stay abreast of the rapidly changing nature of search engine marketing (SEM) and to incorporate hands-on, practical classroom experiences. One solution is Google Ad Grants, a nonprofit edition of Google AdWords that provides up to $10,000 monthly in free advertising. A quasi-experiment revealed no differences…
Descriptors: Search Engines, Marketing, Experiential Learning, Nonprofit Organizations
Clarke, Theresa B.; Clarke, Irvine, III – Marketing Education Review, 2014
Despite an increase in ad spending and demand for employees with expertise in search engine optimization (SEO), methods for teaching this important marketing strategy have received little coverage in the literature. Using Bloom's cognitive goals hierarchy as a framework, this experiential assignment provides a process for educators who may be new…
Descriptors: Foreign Countries, Marketing, College Students, Internet
