Programma non disponibile in italiano
TECHNOLOGIES FOR WEB MARKETING
Code: 537AA | Credits: 6 | Semester: 2 | |
Lecturers: Ruggieri Salvatore |
Learning outcomes
KnowledgeThe student who completes the course successfully will have a solid knowledge about information technologies for marketing decisions in the web, on how to market effectively, on how to being truly connected with customers, on how to improve the customer experience on a web site, on how to invest available resources, and on how measure success using web marketing technologies.
Assessment criteria of knowledgeThe student will be assessed on his/her demonstrated ability to discuss the main course contents using the appropriate terminology, and to apply the web marketing techniques to proposed case studies. Written exam consists of a 2 hours test with problem solving questions. Oral exam consists of a discussion of the written exam, and open questions on the topics of the course.
Methods:
- Final oral exam
- Final written exam
The student will be able to understand and classify the large number of problems that arise in the application field of web marketing.
Assessment criteria of skillsAttending students will do a group project by participating in the Google Online Marketing Challence. The project will assess skills in the design of a marketing champaign.
BehaviorsThe student will have be aware of the many privacy and legal issues related to web tracking, user profiling, and to the application of advertising, personalization and social media marketing strategies.
Assessment criteria of behaviorsEthical and legally-complaiant behavior of students will be assessed during project developement and/or at the oral exam.
Prerequisites
Some knowledge of how the Internet as a network, and some Internet programming (HTML, Javascript).
Teaching methods
Delivery: face to face
Learning activities:
- attending lectures
- participation in seminar
- participation in discussions
- individual study
- group project
Attendance: Advised
Teaching methods:
- Lectures
- Company and expert seminars
Sector case studies (see above) will be presented, possibly in seminars, with active participation of students. Tools for web analytics and web marketing will be also demonstrated and used by students.
Syllabus
The program covers the basic methodologies, techniques and tools for understanding user navigation through web analytics, for positioning through search engine optimization, for advertising and recommending, for social media marketing. Sector case studies will be covered, such as consumer electronics, fashion, furnishing, insurance, music, publishing, retailing, tourism, wellness.
Bibliography
Recommended reading includes selected chapters from: Michael Miller. The Ultimate Web Marketing Guide. Pearson, 2011. Brian Clifton. Advanced Web Metrics with Google Analytics. Wiley, 2012 Avinash Kaushik. Web Analytics 2.0. Wiley, 2010. Eric Enge et al. The Art of SEO. O'Reilly, 2012 R. Zafarani et al. Social Media Mining: An Introduction. Cambridge University Press, 2014. Further bibliography will be indicated at the web site.
Assessment methods
The exam consists of a written part and an oral part. The written part includes open questions and exercises. The oral part consists of open questions on the topics of the course. Attending students may replace the written part with a project to be done in groups throughout the course.
Course web page
http://pages.di.unipi.it/ruggieri/teaching/twm/Fonte: ESSETRE e Portale esami