Info
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Course 2017-2018 a.y.

20537 - WEB AND SOCIAL ANALYTICS


CLMG - M - IM - MM - AFC - CLEFIN-FINANCE - CLELI - ACME - DES-ESS - EMIT - GIO
Department of Marketing

Course taught in English


Go to class group/s: 31

CLMG (6 credits - I sem. - OP  |  SECS-P/10) - M (6 credits - I sem. - OP  |  SECS-P/10) - IM (6 credits - I sem. - OP  |  SECS-P/10) - MM (6 credits - I sem. - OP  |  SECS-P/10) - AFC (6 credits - I sem. - OP  |  SECS-P/10) - CLEFIN-FINANCE (6 credits - I sem. - OP  |  SECS-P/10) - CLELI (6 credits - I sem. - OP  |  SECS-P/10) - ACME (6 credits - I sem. - OP  |  SECS-P/10) - DES-ESS (6 credits - I sem. - OP  |  SECS-P/10) - EMIT (6 credits - I sem. - OP  |  SECS-P/10) - GIO (6 credits - I sem. - OP  |  SECS-P/10)
Course Director:
ARMANDO CIRRINCIONE

Classes: 31 (I sem.)
Instructors:
Class 31: ARMANDO CIRRINCIONE


Course Objectives
The course aims at developing knowledge and skills on digital analytics. Lessons address both theory and practice on models and tools that can effectively improve online strategies, particularly in social networks’ enviroment. The course is based on an action-learning approach: each class is going to be organized as a workshop on a specific issue, with traditional lesson (knowledge) followed by problem solving tasks (skills) in small groups.

Course Content Summary
  • Online Business Models.
  • Web site analytics.
  • SEO and SEM.
  • Social network analysis.
  • Recommendation system.

Detailed Description of Assessment Methods
For attending students
Team work (50% of final grade) and individual final exam (50%).
Team work: attending students are required to work in team on a task during the semester. The task is going to be provided by a leading brand and professor is on-going tutor the teams.
Individual written exam is based on class notes, slides and other materials from lessons; it is made of open questions and multiple-choice questions.

For non attending students

Individual written exam based on: textbooks, additional book, slides and materials available on the blackboard platform. It is made of open questions and multiple-choice questions.


Textbooks
For attending students
  • Course slides.
  • Articles, papers, web pages and other material available on the e-learning.

For non attending students
  • R. STOKES, eMarketing: the Essential Guide to Digital Marketing, Quirk Education, 2014, 5th edition, free download available at: http://www.redandyellow.co.za/product/textbook-digital/.
  • J. JANTSCH, P. SINGLETON, SEO for Growth: The Ultimate Guide for Marketers, Web Designers & Entrepreneurs, 2016.
  • Slides, articles, papers, web pages and other material available on the e-learning.



Prerequisites
• Knowledge of marketing pillars.
Last change 19/06/2017 14:03