2019/2020

2019/2020

DM270

ING-INF/05 (DATA PROCESSING SYSTEMS)

DEPARTMENT OF POLITICAL AND SOCIAL SCIENCES

DIGITAL COMMUNICATION

PERCORSO COMUNE

1°

(30/09/2019 - 13/12/2019)

6

36 lesson hours

Italian

ORAL TEST

COSTA PAOLO - 6 ECTS

The course is intended for students without specific technical training and does not require programming skills, although knowledge of the basic concepts of the Web (HTML, JavaScript, etc.) can help.

The course aims at providing students with a complete view of the two major areas of activity within online marketing:
- Traffic building, engagement, conversions
- Web analytics and social media intelligence
At the end of the course the student should be able to operate with the web publishing and marketing tools to deliver online content in accordance with SEO best practices and to measure performance.

The course is arranged around the following topics:
- Search engines (Italian and worldwide online search market, search engine primary functions with particular reference to Google, future scenarios)
- Ranking factors
- Keyword strategy and use of Google Search Console
- On-page SEO (metadata, copy, texts length and structure, images, links, sitemap)
- Use of SEO plugins for WordPress and other web publishing platforms
- Off-page SEO (backlinks, use of social media)
- Generation of sponsored traffic (Google Ads and Facebook Ads Manager)
- Web analytics and social media analytics tools (Google Analytics and Facebook Insight) and related metrics (reach, unique users, page views, demographic data, navigation patterns)

The course is structured with front-end lectures, including breaks for discussion and group activities.

Francesco De Nobili, SEO Google. La guida alla nuova SEO. Dagli intenti di ricerca al percorso di acquisto, Hoepli, Milano, 2019.

The exam will consist of a 15-20 minutes interview, aimed at verifying student's understanding of the subject, i.e. the contents of the essay by Francesco De Nobili.