SEO - Search Engine Optimization

Recommended Prerequisites

Not applicable.

Teaching Methods

The teaching methodologies used in this course involve exposition of contents and critical discussion of case studies. Unaccompanied study is also supported by interactive tools for self-assessment in a “blended learning” platform. In-class activities support both practical knowledge and group work. 

Learning Outcomes

Transactional e-commerce is dependent on the ability of customers to access the electronic platform easily, and to have an integrated and appropriate shopping experience. The student should recognize and know how to apply the fundamentals and basic techniques of Search Engine Marketing and Search Engine Optimization, including their implications in terms of platform developments, content and shopping experience.

Work Placement(s)

No

Syllabus

Search Engine Basics

• Search engine operation

• Content management

• Target definition, Keywords and Competitor Analysis

• Brand Building

• Controlling and Monitoring

User experience management

• Platform design

• Design for user experience

• Technical Optimization.

Assessment Methods

Assessment
Periodic or by final exam as given in the course information: 100.0%

Bibliography

KENT, Peter ; SEO For Dummies, 7th Edition; For Dummies; 2019; ISBN:1119579570

LAUDON, Kenneth C. ; TRAVER, Carol Guercio — E-commerce: business, technology, society 2020. 16th ed. Upper Saddle River : Prentice Hall, 2020. [5th ed (2008): BP 339.3 LAU].