Checking date: 20/05/2022


Course: 2022/2023

Analitics and web positioning
(17465)
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

Course:
Semester:




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
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. 2. Search Engine Optimization (SEO): 2.1. On-page SEO: Web architecture for SEO; Keyword research and SEO strategy. Technical and content optimization strategies. 2.2. Off-page SEO: Link building strategies. 3. Web analytics (on-site and off-site). 3.1. The industry and ecosystem of digital analytics. 3.2. SEO 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.