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91223 - LABORATORIO DI WEB MARKETING

Academic Year 2022/2023

                
                        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)

                            Teaching resources on Virtuale

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

In-Person Lessons

ATTENDANCE

Attendance is obligatory for the Lab

MEETING 1

Course introduction: web opportunities

MEETING 2

SEO, Link Building and Affiliate Marketing: keyword research and tools

MEETING 3

Search, Discover e News. Analytics e CRO

MEETING 4

How to do Keyword Research

MEETING 5

SEO Writing: satisfying search intent

MEETING 6

SEO Writing & Keyword Research

MEETING 7

SEO Tech 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