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Course: 2018/2019

Analytics and web positioning

(17465)

Bachelor in Management of Information and Digital Contents (Plan: 376 - Estudio: 340)

Coordinating teacher: HERNANDEZ PEREZ, ANTONIO

Department assigned to the subject: Library and Information Sciences Department

Type: Compulsory

ECTS Credits: 6.0 ECTS

Course: 3º

Semester: 2º

Requirements (Subjects that are assumed to be known)

Statistical data analysis Digital Marketing Metric Studies of Information

Description of contents: programme

- Basics of Search engines and positioning - SEO on-page: Internal factors - SEO off-page: External factors - Content Marketing - Web metrics - The industry and the ecosystem of web analytics. - Planning and web metrics tools - Introduction to SEM

Learning activities and methodology

Theorical knowledge acquisition (3 ECTS), through lectures, teaching materials prepared by the teacher, online tutorials, readings, and personal study of the students. Acquisition of skills and abilities (3 ECTS), through the realization of positioning projects, analytics and digital marketing plans, which in each case will be indicated if it is has to be by an individual or in a group project. The methodology of this course involves learning as a process of construction, and teaching as a support. Thus the teaching-learning process will encourage continuous learning and collaborative students, facilitating the exchange of experience between them.

Assessment System

There will be a continuous process of assessment in accordance with the following parameters:
- Formative assessment activities, based on measuring the acquisition of knowledge, as well as carrying out practical activities and exercises: 60%. Students must demonstrate a minimun of knowledge and skill in at leas two CMS 
- Final exam: 40%

The final grade is summative.
According to University policy, in the regular exam session the student who did not follow the continuous assessment is entitled to take an exam for the 60% of the final grade.
In the extra exam session, if the student did not follow the continuous assessment, is entitled to take an exam for the 100% of the final grade. If she did follow the continuous assessment, her grade will be the most beneficial: considering an exam weight of 40% plus the continuous assessment score, or an exam weight of 100%, discarding the score obtained in continuous assessment.
e assigned to such activity and a loss of 25% of the final score after the assesment of all activities and tests.

NOTE: Plagiarism in whatever assgnment means loosing the grade of that assignment and a reduction of 25% of the final grade of the whole course.

% end-of-term-examination 40
% of continuous assessment (assigments, laboratory, practicals...) 60

Basic Bibliography

Kaushik, Avinash . Analítica web 2.0: El arte de analizar resultados y la ciencia de centrarse en el cliente. Wiley (Trama Equipo Editorial). 2010
Martín, Diego C. SEO fácil y útil: cómo conseguir visitas a tu web con posicionamiento en buscadores. Martín. 2017
Riera, Bernat. Visibilidad online: 6 fases para el éxito digital de tu negocio. Riera. 2017

Additional Bibliography

Chardonneau, Ronan. Google Analytics. Analice el tráfico para orientar sus acciones de marketing web - 3ª edición. Ediciones ENI. 2017

The course syllabus may change due academic events or other reasons.