Course Features

Search Engines are the closest thing we have to a GPS (or a librarian) for the internet.

Without them, finding relevant content would be nearly impossible. As marketers, we tend to think of search marketing as falling into two buckets: search engine optimization (SEO), which focuses on optimizing a website to drive additional organic (or unpaid) traffic, and search engine marketing (SEM), which involves promoting your brand’s presence through paid advertising.

While both of these approaches have merit and can produce results, users today don’t think or act in terms of SEO vs. SEM. They think and act in terms of what gets them the result they want. Search engines have noticed this trend and are evolving their platforms to serve the user, not brands or advertisers or websites. To succeed in modern search, a holistic, cross-medium approach is needed.

In this intensive, two-day course, we’ll cover the fundamentals of modern SEO and SEM – including the role of search in each stage of a user’s journey, how search engines work, why (and how) to develop integrated SEO and SEM strategies, the role of content, how to structure and optimize campaigns, and track results/quantify outcomes.

All courses include:

  • Industry-leading faculty
  • Collaborative learning
  • Research-driven results
  • Lifelong connections
  • Practical applications
  • Custom solutions

Program Details

Who should enroll:

  • Early-to-mid career marketers looking to advance their careers
  • Marketing managers/directors/VPs looking to understand the digital landscape
  • Small business owners and entrepreneurs
  • Social media managers
  • Non-profit directors
  • Product managers

What you will learn:

At the end of this course, you will be able to:

  • Develop an integrated, full-journey search strategy designed to drive positive outcomes for your business, clients, and organization.
  • Understand and share the principles of modern SEO, including:
  • Develop best-in-class SEM campaigns and
  • Manage integrated search within your organization

Faculty

David Warschawski

CEO and Founder, Warchawski

David is the CEO and founder of Warschawski, a Maryland based advertising, digital, PR and branding agency. David is a published author whose works have appeared in various publications and has provided expert commentary for media outlets including CNBC, NPR, and PBS. He serves as a visiting professor for the Johns Hopkins Carey School of Business, and he co-authored the book, “Building Customer Relationships Through Public Relations,” published by Aspatore Books. Prior to founding Warschawski, David worked at Edelman and The Dilenschneider Group in New York City. David earned his Bachelor of Arts in English with a minor in Studio Arts Franklin & Marshall College.

Sam Ruchlewicz

VP of Digital Strategy & Data Analytics, Warchawski

In his role as VP of digital strategy and data analytics, Sam oversees client accounts and is responsible for the creation and execution of integrated digital marketing campaigns. He also supervises pay-per-click (ppc), retargeting, and SEO for Warschawski. Another aspect he handles is corporate communications and obtaining new business for the agency.

In addition to his work with Warschawski, he frequently advises startups and is an avid investor. As a thought leader in the digital and data marketing spaces, Sam is frequently sought out for comment and his expertise. He is regularly invited to speak at major regional, national and international conferences, including HeroConf, SMX, Search Marketing Summit Australia, PRSA ICON, AMEC & The Digital Analytics Association, among others. Sam is also a member of the Executive Education faculty at Johns Hopkins Carey Business School, an adjunct instructor at Cabrini University and a guest lecturer at Georgetown University & New York University. In addition to his recognition by the Daily Record, Sam was also named as one of the 2020 Top 50 Most Influential PPC Experts by PPC Hero.