TecnoCampus Foundation
eCampus
University Business
eCampus

What are you looking for?

General information

Subject type: Mandatory

Coordinator: Monica Juliana Oviedo León

Trimester: First term

Credits: 4

Teaching staff: 

Miquel Carabaño
Carlos García López 

Teaching languages

  • Catalan

Languages

  • Language of classes:Catalan
  • Resources:Catalan, Spanish and English
  • Exams:Catalan (or Spanish if necessary in specific cases)

Skills

Basic skills

  • B4. That students can convey information, ideas, problems and solutions to both specialized and non-specialized audiences.

Specific skills

  • E10. Analyze and evaluate the role of digital communities and social media in business.

  • E13. Identify the basic tools of e-Marketing.

     

  • E14. Apply the knowledge acquired to the management of digital communities.

  • E15. Gather and interpret meaningful data to make judgments that include reflection on relevant business issues and be able to prepare a document that allows for the transmission of information or an innovative business proposal.

  • E3. Identify the qualitative and quantitative tools of analysis and diagnosis for market research.

  • E9. Apply technological tools for the use of business resources through Marketing.

General competencies

  • G1. Be able to work in a team, actively participate in tasks and negotiate in the face of dissenting opinions until reaching consensus positions, thus acquiring the ability to learn together with other team members and create new knowledge.

  • G2. Be able to innovate by developing an open attitude to change and be willing to re-evaluate old mental models that limit thinking.

Transversal competences

  • T4. Master computer tools and their main applications for ordinary academic and professional activity.

  • T5. Develop tasks applying the knowledge acquired with flexibility and creativity and adapting them to new contexts and situations.

Description

This subject continues the line established in the subject of digital communities by optimizing a web page and positioning it organically. Through a theoretical and practical project the student will learn how to optimize the web according to its users.

Contents

Unit 1. Web analytics

  • Because web analytics is important
  • Introduction to GA: How Google Analytics Works (GA4)
  • Introduction to GA: campaigns and objectives
  • Introduction to GA: reports and reports

Topic 2. SEO

  • Introduction to SEO
  • Keyword research and tools
  • On-page SEO
  • Offpage SEO
  • Tracking tools

Topic 3. UX

  • What is the user experience?
  • How UX can affect SEO

Evaluation system

Continuous assessment and face-to-face examination are combined.

Summary of the evaluation system:

  • Individual activities (AI): 20% of the grade (SE1)
  • Group work (TG): 40% of the grade (SE2)
  • Final exam (EX): 30% of the mark (SE4)
  • Follow-up test (PS): 10% of the grade

In order to average, a minimum grade of 5,0 must be passed.

Continued avaluation:

Si final exam note ≥5:

Final grade = 20% AI + 40% TG + 30% EX + 10% PS

If you notice the final exam5:

Final grade = Final exam grade

After recovery:

If you notice recovery exam ≥5:

Final grade = 20% AI + 40% TG + 30% EX (recovery) + 10% PS

If you notice recovery exam<5:

Final grade = Recovery exam grade

Grades for individual activities, group work, and the follow-up test cannot be retrieved.

REFERENCES

Basic

Krug, Steve. (2014). Don't make me think revisited: A common sense approach to web and mobile usability. Berkeley.

Morville, Peter., Rosenfeld, Louis, & Arango, José. (2015). Information Architecture: for the Web and Beyond.

Fishkin, Rand. and Hogenhaven, Thomas. Inbound Marketing and SEO: Insights from the Moz Blog. ISBN: 9781118551554

Maciá Domene, Fernando (2015). SEO. Advanced Techniques (Social Media)

ISBN: 9788441537309

Weinschenk, Susanne. (2011). 100 things every designer needs to know about people. Pearson Education.

Complementary

Young, Indie. (2008). Mental models: aligning design strategy with human behavior. Rosenfeld Media.

Oates, Briony J. (2005). Researching information systems and computing. Sage.

W3C. Complete List of Web Accessibility Evaluation Tools http://www.w3.org/WAI/ER/tools/complete

Goodman, Elisabeth, Kuniavsky, Mike, & Moed, Andrea (2012). Observing the user experience: A practitioner's guide to user research. Elsevier.

Gothelf, Jeff, Seiden, Joshua, & Ries, Eric (2017). Lean UX: How to apply Lean principles to improving the user experience. INTERNATIONAL UNIVERSITY OF LA RIOJA.

Hall, Erika (2013). Just enough research. New York: A Book Apart.

Klein, Laura (2013). UX for lean startups: Faster, smarter user experience research and design. "O'Reilly Media, Inc.".

Knapp, Jake, Zeratsky, John, & Kowitz, Braden (2016). Sprint: How to solve big problems and test new ideas in just five days. Simon and Schuster.

Plaza, Beatriz. (2011). Advanced Web Metrics with Google Analytics, Koros Press Limited

Sanagustín, Eva (2013). Content marketing. Anaya multimedia.

Spencer, Donna. (2010). A practical guide to information architecture (Vol. 1). Penarth: Five Simple Steps.

Codina, Lluís and Marcos, Mari-Carmen. (2005). Web positioning: concepts and tools. The information professional, v. 14, n. 2, March-April http://www.mcmarcos.com/pdf/2005_posicionamiento-epi-maq.pdf

Davis, Yvettee. (2011). Google Secrets (Vol. 144). John Wiley & Sons.

Davis, Yvettee. (2011). Google Secrets (Vol. 144). John Wiley & Sons.

Lazar, Jonathan, Feng, Jinjuan Heidi., & Hochheiser, Harry (2017). Research methods in human-computer interaction. Morgan Kaufmann

Preece, Jenny, Rogers, Yvonnee., & Sharp, Helen (2015). Interaction design: beyond human-computer interaction. John Wiley & Sons.

Rosenfeld, Louis., & Morville, Peter. (2002). Information architecture for the world wide web. "O'Reilly Media, Inc.".

Scolari, Carlos A. (2018). The laws of the interface: Design, ecology evolution, technology. Editorial GEDISA.

W3C. The W3C QA Toolbox - Validators, checkers and other tools for Webmasters and Web Developers. http://www.w3.org/QA/Tools/

Baxter, Kathy, Courage, Catherine, & Caine, Kelly (2015). Understanding your users: A practical guide to user research methods. Morgan Kaufmann.