- Docente: Arturo Ferraro Pelle
- Credits: 4
- Language: Italian
- Teaching Mode: Traditional lectures
- Campus: Bologna
- Corso: Second cycle degree programme (LM) in Media, Public and Corporate Communication (cod. 5703)
Learning outcomes
The workshop aims to present tools and techniques of digital marketing. At the end of the workshop the students will know the most important activities that operate in the online market, their differences and potential; they will be aware of all the application area and the various activities and develop digital implementation skills. Furthermore, they will be able to use the main tools of analysis and identify search trends.
Course contents
LESSON MODALITY
Blended learning
ATTENDANCE
Attendance is obligatory for the Lab
MEETING 1
Course introduction: all of the web opportunities
MEETING 2
SEO and SEA: keyword research and tools
MEETING 3
SEO: algorithms, search engine evolution and search operators
MEETING 4
Voice Search, Analytics e CRO
MEETING 5
Link Building & Affiliate marketing
MEETING 6
How to optimize e-commerce site and advanced SEO
MEETING 7
Keyword matching types and tools
Readings/Bibliography
We suggest reading the following texts:
E. Enge, S. Spencer, J. Stricchiola (2015). The Art of SEO: Mastering Search Engine OptimizationOffice hours
See the website of Arturo Ferraro Pelle