BUS 308 — AI-Powered Content Strategy: From SEO to GEO
Quarter: Fall
Instructor(s): Isabelle Guis
Date(s): Sep 30—Nov 4
Class Recording Available: No
Class Meeting Day: Wednesdays
Grade Restriction: NGR only; no credit/letter grade
Class Meeting Time: 6:00—7:30 pm (PT)
Tuition: $500
Refund Deadline: Oct 2
Unit(s): 0
Enrollment Limit: 45
Status: Registration opens Aug 17, 8:30 am (PT)
Quarter: Fall
Day: Wednesdays
Duration: 6 weeks
Time: 6:00—7:30 pm (PT)
Date(s): Sep 30—Nov 4
Unit(s): 0
Tuition: $500
Refund Deadline: Oct 2
Instructor(s): Isabelle Guis
Grade Restriction: NGR only; no credit/letter grade
Enrollment Limit: 45
Recording Available: No
Status: Registration opens Aug 17, 8:30 am (PT)
Generative AI is transforming how information is created, discovered, and consumed. As search engines evolve into conversational assistants and answer engines, traditional search engine optimization (SEO) is expanding into generative engine optimization (GEO): designing content that can be interpreted, retrieved, and surfaced effectively with AI-driven systems.
This course examines how marketers can build effective strategies across conversational assistants, AI search platforms, and large language models trained on different retrieval and ranking methods. Through real-world examples and hands-on analysis, students will explore:
- The differences between traditional SEO and AI-driven discovery
- How generative systems retrieve, rank, and present information
- Strategies for strengthening visibility and brand presence across AI environments
- The role of content authority, structured knowledge sources, and brand consistency
- How responses differ across conversational, search, and multimodal interfaces
No coding experience is required.