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CB3. That students have the ability to gather and interpret relevant data (usually within their area of study) to make judgments that include reflection on relevant social, scientific, or ethical issues.
CB4. That students can convey information, ideas, problems and solutions to both specialized and non-specialized audiences.
CE9. Apply technological tools for the use of business resources through Marketing.
CE10. Analyze and evaluate the role of digital communities and social media in business.
CE13. Identify the basic tools of e-Marketing.
CE14. Apply the knowledge acquired to the management of digital communities.
CE15. 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.
CE3. Identify the qualitative and quantitative tools of analysis and diagnosis for market research.
CG1. 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.
CG2. Be able to innovate by developing an open attitude to change and be willing to re-evaluate old mental models that limit thinking.
CG3. Integrate the values of social justice, equality between men and women, equal opportunities for all and especially for people with disabilities, so that the studies of Marketing and Digital Communities contribute to training citizens for a a just, democratic society based on a culture of dialogue and peace.
CT4. Master computer tools and their main applications for ordinary academic and professional activity.
CT5. Develop tasks applying the knowledge acquired with flexibility and creativity and adapting them to new contexts and situations.
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.
Unit 1. Web analytics
Topic 2. SEO
Topic 3. UX
Continuous assessment and face-to-face examination are combined.
Summary of the evaluation system:
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.
Fishkin, Rand. and Hogenhaven, Thomas. Inbound Marketing and SEO: Insights from the Moz Blog. ISBN: 9781118551554
Krug, Steve. (2014). Don't make me think revisited: A common sense approach to web and mobile usability. Berkeley.
Maciá Domene, Fernando (2015). SEO. Advanced Techniques (Social Media)
ISBN: 9788441537309
Morville, Peter., Rosenfeld, Louis, & Arango, José. (2015). Information Architecture: for the Web and Beyond.
Weinschenk, Susanne. (2011). 100 things every designer needs to know about people. Pearson Education.
Baxter, Kathy, Courage, Catherine, & Caine, Kelly (2015). Understanding your users: A practical guide to user research methods. Morgan Kaufmann.
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.
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.
Lazar, Jonathan, Feng, Jinjuan Heidi., & Hochheiser, Harry (2017). Research methods in human-computer interaction. Morgan Kaufmann
Oates, Briony J. (2005). Researching information systems and computing. Sage.
Plaza, Beatriz. (2011). Advanced Web Metrics with Google Analytics, Koros Press Limited
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.".
Sanagustín, Eva (2013). Content marketing. Anaya multimedia.
Scolari, Carlos A. (2018). The laws of the interface: Design, ecology evolution, technology. Editorial GEDISA.
Spencer, Donna. (2010). A practical guide to information architecture (Vol. 1). Penarth: Five Simple Steps.
W3C. Complete List of Web Accessibility Evaluation Tools http://www.w3.org/WAI/ER/tools/complete
W3C. The W3C QA Toolbox - Validators, checkers and other tools for Webmasters and Web Developers. http://www.w3.org/QA/Tools/
Young, Indie. (2008). Mental models: aligning design strategy with human behavior. Rosenfeld Media.