| CODE | MRK3603 | ||||||||
| TITLE | Marketing and Web Science | ||||||||
| UM LEVEL | 03 - Years 2, 3, 4 in Modular Undergraduate Course | ||||||||
| MQF LEVEL | 6 | ||||||||
| ECTS CREDITS | 3 | ||||||||
| DEPARTMENT | Marketing | ||||||||
| DESCRIPTION | This study-unit introduces the students to the leading tools that are used to design and develop an online marketing presence. The students will develop commercial web sites and in doing so, they will familiarise themselves with the key terminology of digital technology such as CSS, HTML, API, Responsive Design and SQL. Web design and development techniques are introduced to help students understand the methods for commissioning and subcontracting effective digital marketing communications. Towards the end of this study-unit, we shall review the most common online content dissemination strategies, including search engine optimisation, advertising techniques, designing the user journey across channels and present techniques for measuring the effectiveness of the online presence. The lectures in this study-unit include demonstrations of software tools, discussions through case studies and hands-on practice. Across the semester, the students are expected to dedicate appropriate hand-on practice time, at home or in the lab, that goes beyond the time that is assigned for the lecture. Study-Unit Aims: The aim of the study-unit is to provide the students with an understanding of how the web works and how marketing executives can make best use of existing technology. The students should be able to identify appropriate tools to design, implement and commission an online communication project. The students need to become aware of both the technology and the design factors that should to be taken into account. Design factors include visual design, interaction design, user-journey design, online fashion and trends. The students will be exposed to the most popular technology that constructs the web, including, being able to differentiate between server side and client side technology. Finally, the students should understand that technology is changing at a fast pace. Hence, they should be empowered to learn how to learn. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: - Describe online and offline applications and resources that are available for designing and publishing websites; - Identify the scope of style sheets, online database applications and the leading online software coding standards; - Relate W3schools resources and an introduction to the functions of HTML, CSS, SQL, JavaScript and PHP; - Explain CSS structure for website styles and formatting (basic principles); - Recall the basic principles of Search Engine Optimization and advertising techniques. 2. Skills: By the end of the study-unit the student will: - Be able to apply best practices for the design of visual materials both online and offline, taking into consideration the leading tools and technologies; - Be able to choose and register meaningful domain names and hosting options; - Be able to evaluate the quality and features of online applications for online publishing; - Be able to utilise website template resources and customise templates. - Be able to formulate web sites using open source and proprietary software; - Be able to formulate a design plan for cross browser compatibility, mobile compatibility; - Be able to understand the principles of Human-Computer Interaction: Designing the user interface and user journey; - Be able to use SEO (Search Engine Optimisation) tools and techniques; - Be able to understand the Advertising terminology and advertising networks: CPC, CPM, Bounce Rate, Recommender systems (basic types and techniques), cookies and user behavior tracking; - Be aware of the spectrum of web development resources such as Komposer, NVU, Adobe Dreamweaver and similar software; - Have hands on practice with foundations of HTML and CSS. Main Text/s and any supplementary readings: - Suehring, S., & Valade, J. (2013). PHP, MySQL, JavaScript & HTML5 All-in-one for Dummies. John Wiley & Sons. - W3 Schools Online Web Tutorials: http://www.w3schools.com/ |
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| STUDY-UNIT TYPE | Lecture | ||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Gavril Flores |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2023/4. It may be subject to change in subsequent years. |
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