91223 - LABORATORIO DI WEB MARKETING

Academic Year 2021/2022

  • 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 Optimization

Office hours

See the website of Arturo Ferraro Pelle