The course content  is about:

1. Website design and development for an e-Business 
2. Organic & Paid Digital Marketing
• Business SEO trends, OnPage SEO (HTML),  Content SEO,  Mobile SEO - Tools and approaches.
• Google Ads & PPC Marketing 

      3. Email Marketing, Gamified Campaigns, and A/B Testing

Intended Learning Outcomes

 Note! The course material is tightly linked to the course of Web Analytics!

Structure of the Course

• Lecture 1: Intro to  DM Topics, Gamification and Consumer Engagement
• Lecture 2: HTML for SEO & OnPage SEO principles  
  • (SEO analysis is part of Web Analytics Course)
• Lecture 3: Keyword Research & Competitor Analysis
• Lecture 4: Website Development with WordPress CMS 
  • (Website performance testing and user behavior monitoring is part of Web Analytics Course)
• Lecture 5: Optimization approaches/plugins for WordPress Website (+LifeLong Learning Platform - Seminar)
• Lecture 6: Google Ads - Campaign Design -Workshop-by Omnicliq
  •  (Google Ads Performance Measurement is part of Web Analytics Course -Workshop by Vitamin Media)
• Lecture 7: Email Marketing and DM Trends  
  • (Email Analytics is part of Web Analytics Course)
• Lecture 8: Coursework Presentations

• The sessions include lectures, demonstrations, case-studies and assignment-based work (collaborative tasks, quizzes, etc.). 
• This course is very practical and there will be practical elements for you to undertake in almost each of the sessions. 
• Students will also contribute to class discussions related to SEO strategies, paid campaigns and website optimization approaches. The purpose of this is to develop your skills in articulating problems, implementing practical solutions (fixing the issue) and identifying/evaluating alternative approaches used both in Organic and Paid Website search results.

Suggested Bibliography