Course Unit Profile

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Basic Information

Course Unit Title: TECHNOLOGIES FOR WEB MARKETING

Course Unit Code: 537AA

Level of course unit

Second Cycle (Laurea magistrale) Degree Programme in Business Informatics

Year of study

Second Cycle (Laurea magistrale) Degree Programme in Business Informatics

Semester when the course is delivered

Second semester

Number of ECTS credits allocated: 6

Name of Lecturer(s):

Prof.: Salvatore Ruggieri
Email: salvatore.ruggieri@unipi.it

Language of instruction

English

General Information

Learning outcomes

The student who completes the course successfully will have a solid knowledge about information technologies for marketing decisions in the web, on how to market effectively, on how to being truly connected with customers, on how to improve the customer experience on a web site, on how to invest available resources, and on how measure success using web marketing technologies.



Course contents

The program covers the basic methodologies, techniques and tools for understanding user navigation through web analytics, for positioning through search engine optimization, for advertising and recommending, for social media marketing. Sector case studies will be covered, such as consumer electronics, fashion, furnishing, insurance, music, publishing, retailing, tourism, wellness.



Specific Information

Prerequisites, co-requisites, as a prerequisite for further study

Prerequisites

None.

Co-requisites

None.

Prerequisite for

None.

Further Information

Basic usage of the web and basic web programming (HTML) is a pre-requisite. Basic notions on data analytics is also required, e.g., having attended or attending in the same semester a course on decision support systems, on data mining, or on data analysis.

Mode of delivery

Delivery

face to face

Attendance

Advised

Teaching methods

Learning activities

Recommended or required reading

Recommended reading includes selected chapters from:

Michael Miller. The Ultimate Web Marketing Guide. Pearson, 2011.
Brian Clifton. Advanced Web Metrics with Google Analytics. Wiley, 2012
Avinash Kaushik. Web Analytics 2.0. Wiley, 2010.
Eric Enge et al. The Art of SEO. O'Reilly, 2010
R. Zafarani et al. Social Media Mining: An Introduction. Cambridge University Press, 2014.

Further bibliography will be indicated.




Assessment methods and criteria

Assessment methods

Assessment criteria

The student will be assessed on his/her demonstrated ability to discuss the main course contents using the appropriate terminology, and to apply the web marketing techniques to proposed case studies. Written exam consists of a 2 hours test with problem solving questions. Oral exam consists of a discussion of the written exam, and open questions on the topics of the course.

Work placement

Yes

Description

Sector case studies (see above) will be presented, possibly in seminars, with active participation of students. Tools for web analytics and web marketing will be also demonstrated and used by students.

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