ECTS - University of Pisa
| Modules | Area | Type | Hours | Teacher(s) | |
| TECHNOLOGIES FOR WEB MARKETING | INF/01 | LEZIONI | 48 |
|
The student who successfully completes the course will have a solid knowledge about information technologies for marketing decisions in the web, on how to adversite effectively, on how to track users and explore web metric summaries, on how to improve/personalize the customer experience on a web site, on how to invest available resources, and on how measure success in using web marketing technologies.
The student who successfully completes the course will have a solid knowledge about information technologies for marketing decisions in the web, on how to adversite effectively, on how to track users and explore web metric summaries, on how to improve/personalize the customer experience on a web site, on how to invest available resources, and on how measure success in using web marketing technologies.
The student will be assessed on his/her demonstrated ability to discuss the course contents using the appropriate terminology, and to apply the web marketing techniques and tools to proposed case studies.
The student will be assessed on his/her demonstrated ability to discuss the course contents using the appropriate terminology, and to apply the web marketing techniques and tools to proposed case studies.
The student will be able to understand and classify the large number of problems that arise in the application field of web marketing.
The student will be able to understand and classify the large number of problems that arise in the application field of web marketing.
Attending students will do a group project, with the purpose of assessing skills in the design of a marketing champaign.
Skills of non-attending students will be assessed through exercises at the written exam and oral discussion.
Attending students will do a group project, with the purpose of assessing skills in the design of a marketing champaign.
Skills of non-attending students will be assessed through exercises at the written exam and oral discussion.
The student will be aware of the many privacy and legal issues related to web tracking, user profiling, and to the application of advertising, personalization and social media marketing strategies.
The student will be aware of the many privacy and legal issues related to web tracking, user profiling, and to the application of advertising, personalization and social media marketing strategies.
Ethical and legally-complaiant behavior of students will be assessed during project developement and/or at the oral exam.
Ethical and legally-complaiant behavior of students will be assessed during project developement and/or at the oral exam.
Some knowledge of how the Internet as a network, and some Internet programming (HTML, Javascript). Students must be fluent in English (the course is part of a Master degree held in English).
Some knowledge of how the Internet as a network, and some Internet programming (HTML, Javascript). Students must be fluent in English (the course is part of a Master degree held in English).
Delivery: face to face classes in English
Learning activities:
Attendance: strongly dvised
Teaching methods:
Sector case studies will be presented, possibly during seminars, with active participation of students. Tools for web analytics and web marketing will be also demonstrated and used by students.
Delivery: face to face classes in English
Learning activities:
Attendance: strongly dvised
Teaching methods:
Sector case studies will be presented, possibly during seminars, with active participation of students. Tools for web analytics and web marketing will be also demonstrated and used by students.
Web analytics is the collection, measurement, analysis and reporting of Internet data (web, mobile, social media, email) for purposes of deep customer and market understanding and for digital service optimization. The course presents web analytics methods, algorithms, strategies and tools with applications to web personalization for improving user experience, to web marketing and advertising for improving visibility, to search engine optimization for improving ranking, and social media analysis for improving reachability and understanding opinions.
Web analytics is the collection, measurement, analysis and reporting of Internet data (web, mobile, social media, email) for purposes of deep customer and market understanding and for digital service optimization. The course presents web analytics methods, algorithms, strategies and tools with applications to web personalization for improving user experience, to web marketing and advertising for improving visibility, to search engine optimization for improving ranking, and social media analysis for improving reachability and understanding opinions.
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 (3rd edition).
Avinash Kaushik. Web Analytics 2.0. Wiley, 2010.
Eric Enge et al. The Art of SEO. O'Reilly, 2012
Further bibliography will be indicated at the web site.
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 (3rd edition).
Avinash Kaushik. Web Analytics 2.0. Wiley, 2010.
Eric Enge et al. The Art of SEO. O'Reilly, 2012
Further bibliography will be indicated at the web site.
Non-attending students cannot do the project. All the rest remains unchanged.
Non-attending students cannot do the project. All the rest remains unchanged.
The exam consists of a written part and an oral part. The written part lasts 2 hours and it includes open questions and exercises. Each exercises is assigned a grade. Students are admitted to the oral part if their total score is at least 18/30. The oral part consists of open questions on the topics of the course and on the use of software tools. Attending students may replace the written part with a project to be done in groups throughout the course.
Online exams: during the COVID-19 restrictions, there will be only an oral test. Students will connect to the virtual room of the course and will activate both microphone and web-cam. Upon request, students will share their screen. The oral test will start with 4 screening questions/small exercises regarding basic notions of the course contents. The oral will be stopped if 2 or more answers are incorrect, and the exam will be considered failed.
The exam consists of a written part and an oral part. The written part lasts 2 hours and it includes open questions and exercises. Each exercises is assigned a grade. Students are admitted to the oral part if their total score is at least 18/30. The oral part consists of open questions on the topics of the course and on the use of software tools. Attending students may replace the written part with a project to be done in groups throughout the course.
Online exams: during the COVID-19 restrictions, there will be only an oral test. Students will connect to the virtual room of the course and will activate both microphone and web-cam. Upon request, students will share their screen. The oral test will start with 4 screening questions/small exercises regarding basic notions of the course contents. The oral will be stopped if 2 or more answers are incorrect, and the exam will be considered failed.
