| Title: | Website Optimisation&Analytics |
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| Long Title: | Website Optimisation&Analytics |
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| Field of Study: |
Marketing & Advertising
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| Valid From: |
Semester 2 - 2016/17 ( January 2017 ) |
| Module Coordinator: |
Pio Fenton |
| Module Author: |
Zahid Aslam |
| Module Description: |
This module will begin by focussing on understanding the role of a website in helping an organisation fulfil it's revenue-based or other objectives. Students will look at the role of a content management systems (CMS), explore common CMS and their benefts and gain hands-on experience of creating a website with a CMS. Optimising the website for Search Engine Optimisation (SEO) and usability will also be a focal points. |
| Learning Outcomes |
| On successful completion of this module the learner will be able to: |
| LO1 |
Examine the role of a CMS, the common CMS available and importance of choosing the right CMS for different applications. . |
| LO2 |
Design websites appropriate for small business or for professional self-promotion using a common CMS. |
| LO3 |
Identify the basic principles underpinning SEO and place SEO in context with other customer acquisition methods including paid advertising. |
| LO4 |
Illustrate key components of an SEO campaign. Using appropriate tools, develop content that would increase a website's rankings in a Search Engine. |
| LO5 |
Discuss the role of the Customer Journey in optimising websites and demonstrate the use of common tools (such as Personas / Avatars) in improving this journey. |
| LO6 |
Explain the web development process and how to communicate website requirements to various stakeholders. |
| Pre-requisite learning |
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list. |
| No incompatible modules listed |
Co-requisite Modules
|
| No Co-requisite modules listed |
Requirements
This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.
|
| No requirements listed |
Co-requisites
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| No Co Requisites listed |
Module Content & Assessment
| Indicative Content |
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Enterpise-Level Website Development
The concept of Content Management Systems (CMS) and most popular CMS in industry. Selection of CMS. Web development lifecycles and lean web marketing. KPIs.
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Web Design
Creating a website brief with identified website KPIs and target audience. Practical knowledge of how to use a CMS and choose a theme. Developing content and using CMS functionality including Categories and Tags, Widgets and Multimedia Galleries. Embedding social media profiles into a website.
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Search Engine Optimisation - theory and practice
Search Results and Positioning. Mechanics of Search. On-Page techniques including Keyword Research and Selection and long-tail search. Off-page techniques including Link Building and link-bait content.
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| Assessment Breakdown | % |
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| Course Work | 100.00% |
| Course Work |
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| Assessment Type |
Assessment Description |
Outcome addressed |
% of total |
Assessment Date |
| Project |
Website Development including a Website Brief. An example of this assessment would be production of a small business website or personal blog on a self-service platform such as WordPress.com |
1,2,4,6 |
50.0 |
Week 9 |
| Practical/Skills Evaluation |
SEO of content on a website. An example assessment might be keyword research followed by adjusting content on a website to include keywords. |
3,5 |
50.0 |
Week 13 |
| No End of Module Formal Examination |
| Reassessment Requirement |
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.
|
The institute reserves the right to alter the nature and timings of assessment
Module Workload
| Workload: Full Time |
| Workload Type |
Workload Description |
Hours |
Frequency |
Average Weekly Learner Workload |
| Lecture |
Theory |
1.0 |
Every Week |
1.00 |
| Lab |
Practicals |
2.0 |
Every Week |
2.00 |
| Independent & Directed Learning (Non-contact) |
Study |
4.0 |
Every Week |
4.00 |
| Total Hours |
7.00 |
| Total Weekly Learner Workload |
7.00 |
| Total Weekly Contact Hours |
3.00 |
| Workload: Part Time |
| Workload Type |
Workload Description |
Hours |
Frequency |
Average Weekly Learner Workload |
| Lab |
Practicals |
1.5 |
Every Week |
1.50 |
| Independent & Directed Learning (Non-contact) |
Study |
5.5 |
Every Week |
5.50 |
| Total Hours |
7.00 |
| Total Weekly Learner Workload |
7.00 |
| Total Weekly Contact Hours |
1.50 |
Module Resources
| Recommended Book Resources |
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- Brad Williams, David Damstra, Hal Stern, 2013, Professional WordPress [ISBN: 978-1118442272]
- David Amerland 2013, Google Semantic Search: Search Engine Optimization (SEO) Techniques That Get Your Company More Traffic, Increase Brand Impact, and Amplify Your Online Presence, Pearson [ISBN: 9780789751348]
- Jeff Gothelf, Josh Seiden 2103, Lean UX - Applying Lean Principles to Improve User Experience, 1 Ed., 1 to 3, O'Reilly [ISBN: 978-1-449-311]
| | Supplementary Book Resources |
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- Jesse Friedman, 2013, Web Designer's Guide to WordPress: Plan, Theme, Build, Launch, Pearson [ISBN: 9780321832818]
| | Recommended Article/Paper Resources |
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- Nursel Yalcin, Utku Köseb 2010, What is search engine optimization: SEO?, Procedia Social and Behavioral Sciences, 9 (2010) 487–493
| | Supplementary Article/Paper Resources |
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- Pierre M. Fiorinia, Lester R. Lipskyb 2012, Search marketing traffic and performance models, Computer Standards & Interfaces, Volume 34, Issue 6, November 2012, 517–526
- Bernd Skieraa, Jochen Eckertb, Oliver Hinzc 2010, An analysis of the importance of the long tail in search engine marketing, Electronic Commerce Research and Applications, Volume 9, Issue 6, November–December 2010,, 488–494
- Moreno, Lourdes Martinez, Paloma 2013, Overlapping factors in search engine optimization and web accessibility., Online Information Review., Vol. 37 Issue 4, 564-580 [ISSN: 1468-4527]
| | Other Resources |
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- Website: Wordpress.com Quick Start Guide
- Website: Google SEO Starter Guide
- Website: "WordPress.com"
- Journal: Journal of Digital and Social Media
Marketing
- Website: SEO Book Blog
- Website: Moz - industry standard SEO measurement
tool
- Website: Search Engine Land - News site for SEO
- Website: Search Engine Watch - News site for SEO
- Website: Search Engine Journal - News site
covering paid & organic search and
social
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Module Delivered in
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