Checking date: 26/04/2018

Course: 2019/2020

Analitics and web positioning
Study: Bachelor in Management of Information and Digital Contents (340)

Coordinating teacher: CALZADA PRADO, FCO JAVIER

Department assigned to the subject: Department of Library Science and Documentation

Type: Compulsory
ECTS Credits: 6.0 ECTS


Students are expected to have completed
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
  • % 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 and the academic weekly planning may change due academic events or other reasons.