2015/2016

2017/2018

DM270

SPS/08 (SOCIOLOGY OF CULTURE AND COMMUNICATION)

DEPARTMENT OF POLITICAL AND SOCIAL SCIENCES

COMMUNICATION, INNOVATION, MULTIMEDIA

PERCORSO COMUNE

3°

1st semester (02/10/2017 - 16/12/2017)

6

36 lesson hours

Italian

ORAL TEST

COSTA PAOLO (titolare) - 6 ECTS

No special technical skills are required, but familiarity with Web basic concepts 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

The course includes three modules:
- Organic traffic building (pages indexing through Google Search Console and Bing Webmaster Tools, texts and metadata copy, XML maps, navigation structure optimization, use of SEO plugins for WordPress);
- Sponsored traffic building with Google AdWords and Facebook Ads Manager;
Use of Google Analytics, Facebook Insight and Twitter Analytics and related metrics (reach, unique user, views, demographics, navigation patterns)

The course is structured with front-end lectures, including breaks for discussion and group activities that requires the students to engage with the topics. Online tools (Google Search Console, Google Analytics, WordPress) will be used as well.

Francesco De Nobili, SEO Google. Guida al web marketing con gli strumenti di Google (Area51 Publishing, San Lazzaro di Savena, 2017)

The final examination consists of an interview (in Italian). During the interview the student shall also prove his/her understanding of subjects discussed during the course.
The following text is suitable for exam preparation: Francesco De Nobili, SEO Google. Guida al web marketing con gli strumenti di Google (Area51 Publishing, San Lazzaro di Savena, 2017). Foreign students can take exam in English.