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SEO Playing a Role in Driving Quality Leads for an Education Institution

CASELET, DIGITAL MARKETING
ET Cases, 3 Pages
AUTHOR(S) : Hitesh Motwani, Digital & Social Media Marketing Trainer & Speaker and Visiting Faculty@ IIM Bangalore

Case Preview

SEO Playing a Role in Driving Quality Leads for an Education Institution

 

Introduction

Learning Gurukul, a PAN India-based institution was looking to expand its business by driving more enrollments for its courses, certificate and master certification programs. Currently it operates out of 5 cities in India – Mumbai, Delhi, Surat, Bangalore and Chennai. The management of Learning Gurukul was inviting proposals from Search Engine Optimization (SEO) consultants to help them optimize their website.

About Learning Gurukul

Learning Gurukul an education training institute formed in the year 2010, was having its presence in 5 cities – Mumbai, Delhi, Surat, Bengaluru and Chennai with over 110 centers across these cities. These centers offer courses and provide training in areas of business consulting, data analytics and social media marketing. It has been one of the fastest growing institutions and it engages key stakeholders from education, business, government, non-profits, and local communities. Their goal is to create real solutions to the world’s global sustainability challenges and teach students skillset which makes them job-ready.........

Target Market

Learning Gurukul offers PG courses, certificates, and degrees in Business Analytics and Master of Business Strategy. Historically, the majority of its students come from the cities of the respective centers where they run the courses. But increasingly many international students have also shown interest for their Master’s courses and students especially fly down from the USA and Middle East since these places are hubs for big corporates and start-ups..........

The Industry Challenge

• There is a lot of competition for such courses and there is also a huge competition with Universities in respective cities.
• .........

Learning Gurukul’s Strategy

The management of Learning Gurukul seeks a qualified vendor to help their prospective students find programs offered by them when students search for MBA courses on Google and other search engines..........

Assignment Questions

I. Provide Learning Gurukul with a SEO plan and suggest how would you start optimizing their website.
II. ...............

Teaching Note Preview

SEO Playing a Role in Driving Quality Leads for an Education Institution

 

Synopsis

Learning Gurukul, a PAN India-based institution was looking to expand its business by driving more enrollments for its courses, certificate and master certification programs. Currently it operates out of 5 cities in India – Mumbai, Delhi, Surat, Bangalore and Chennai. The management of Learning Gurukul was inviting proposals from search engine optimization consultants to help them optimize their website.

Prerequisite Conceptual Understanding/Before the Classroom Exercise/Reading

Students should have attended session on SEO and they should have practical knowledge of onsite and offsite SEO

Case Positioning and Setting

This case is positioned for the curriculum taught in Term 1 of the Digital Marketing program to address the concepts of Course 3 – Search Engine Optimization and Keyword Targeting

Assignment Questions

I. Provide Learning Gurukul with a SEO plan and suggest how would you start optimizing their website.
II..............

Preamble to the Caselet Analysis and Suggested Orchestration

This caselet helps understand the current status of Learning Gurukul and its need to have an optimized website which is SEO friendly. It also gives a perspective on why does Learning Gurukul need to make its SEO stronger than its competition, the USP of the course needs to be highlighted. This caselet helps students to analyze the requirement of Learning Gurukul and its need to develop a complete on-page and off-page SEO strategy keeping in mind the company’s objective. The caselet analysis was carried out as presented in Exhibit (TN)-I.................

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Product code: DM-2-0010, DM-2-0010A

Abstract

This caselet helps the participants in understanding the concepts about Search Engine Optimization (SEO). Learning Gurukul, a PAN India-based institution was looking to expand its business by driving more enrolments for its courses, certificate and master certification programs. Currently it operates out of 5 cities in India Mumbai, Delhi, Surat, Bangalore and Chennai. The management of Learning Gurukul was inviting proposals from SEO consultants to help them optimize their website.



Pedagogical Objectives

  • To understand concept of SEO
  • Understand why SEO is essential for brand building
  • Understanding how to analyze keywords and perform on-page and off-page SEO

Case Positioning and Setting

This caselet is positioned for curriculum taught in Term 1 of the Digital Marketing program at the post-graduate level, to understand and analyse the concept of Search Engine Optimization (SEO).



This Case Pack Includes:
- Abstract
- Caselet
- Teaching Note (**ONLY for Academicians)
$3.66
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