Checking date: 17/06/2021

Course: 2021/2022

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


Requirements (Subjects that are assumed to be known)
It is advisable -although not required- that students have previously taken or be familiarized with the following subjects: >Digital Marketing >Markup languages >Web content management systems >Spreadsheets
OVERALL LEARNING OBJECTIVES: LO1: Students will learn and apply web positioning tactics. LO2: Students will learn how to design, manage, and optimize a SEO (Search Engine Optimization) campaign. LO3: Students will learn how to collaborate in the design, management, and optimization of a SEA (Search Engine Adversiting) campaign. This course aims to contribute to the development of the following competencies (knowledge and skills): BASIC AND GENERAL COMPETENCIES: CG4: Students will learn research models and methods in the digital information environment. CB4: Students will be able to communicate information, ideas, problems, and solutions to different audiences. TRANSVERSAL COMPETENCIES: CT2: Students will be able to establish proper inter-personal communication and will be able to work in multidisciplinary and international teams. CT3: Students will be able to organize and plan their work, making the right decisions according to the available information, gathering and interpreting relevant data to provide insights and critical thinking in their study area. CT4: Students will be able to develop their ability to learn autonomously in a lifelong learning process, which will allow them to adapt to new situations. SUBJECT-SPECIFIC COMPETENCIES: CE11: Students will learn the whole lifecycle of a digital content development and commercialization project, from market research and business intelligence to the analysis of results after distribution. CE13: Students will be able to plan, follow, analyse, evaluate, and optimize digital marketing and online promotion projects. CE14: Students will learn how to use business intelligence and web analytics tools, and will be able to interpret indicators and the resulting statistics. CE15: Students will be able to assist in the design of the strategy and project management related to crawling, indexing, content structuring, content cleaning, and link building, among others. CE16: Students will be able to operate in social media to develop, maintain, and promote customer loyalty of a particular digital product.
Skills and learning outcomes
Description of contents: programme
1. Digital marketing and search engine positioning. 1.1. Evolution of information retrieval on the Web. 1.2. The role of web positioning in digital marketing. Pillars: crawling/indexing, content, popularity/authority. 1.3. How does Google work? Fetching (crawling), parsing (indexing), ranking (search algorithms, updates and penalties). SEO ethics. 1.4. Approximation to web analytics. 2. Search Engine Marketing (SEM). 2.1. Search Engine Optimization (SEO): SEO on-page, SEO off-page. Keyword research. Technical and content optimization strategies. Link building strategies. 2.2. Search Engine Advertising (SEA)/PPC for SEO. 2.3. Social Media SEO. 3. Web analytics (on-site and off-site). 3.1. The industry and ecosystem of digital analytics. 3.2. Planning tools and metrics. 3.3. Results reports. Analysis, visualization and strategic interpretation of web analytics.
Learning activities and methodology
Theoretical knowledge acquisition (3 ECTS), through lectures, teaching materials prepared by the instructor, online tutorials, readings, and students' individual study. Acquisition of skills and abilities (3 ECTS), through the realization of web positioning projects, analytics and digital marketing plans, both individually and/or in groups. 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 30
  • % of continuous assessment (assigments, laboratory, practicals...) 70
Calendar of Continuous assessment
Basic Bibliography
  • Enge, E.; Spencer, S.; Stricchiola, J. The Art of SEO: Mastering Search Engine Optimization. O'Reilly. 2015
  • Kelsey, T. Introduction to Google Analytics: A Guide for Absolute Beginners. O'Reilly. 2017
  • Kelsey, T. Introduction to Social Media Marketing: A Guide for Absolute Beginners. O'Reilly. 2017
  • Khan, G.F. Creating Value With Social Media Analytics: Managing, Aligning, and Mining Social Media Text, Networks, Actions, Location, Apps, Hyperlinks, Multimedia, & Search Engines Data. CreateSpace. 2018
Additional Bibliography
  • Juska, Jerome M.. Integrated Marketing Communication: Advertising and Promotion in a Digital World. Routledge. 2017
  • Kotler, P.; Keller, K.L. Marketing Management. Pearson. 2016

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