Search Engine Optimization
Objectives
1. List classic examples of explosive/viral consumer growth
2. Explain and perform basic Search Engine Optimization
3. Understand Growth techniques beyond Search Engine Optimization
4. Know how to apply A/B testing for rapid experimentation in Web environment
5. Design a growth strategy for a client webpage or webservice
6. Know how to make use of the social network of the users to make grow, make you product popular and distribute it
7. Growth through mobile
8. Principles of Behavioral Sciences in an online environment
General characterization
Code
200200
Credits
4.0
Responsible teacher
Docente a designar
Hours
Weekly - Available soon
Total - Available soon
Teaching language
Portuguese. If there are Erasmus students, classes will be taught in English
Prerequisites
Bibliography
- Eyal, Nir. Hooked: How to build habit-forming pro ducts. Penguin, 2014.
Berger, Jonah. Contagious: Why things catch on. Simon and Schuster, 2016.
- Brown, Morgan, and Sean Ellis. Hacking Growth: How Today's Fastest-grow ing Companies Drive Breakout Success. Random House, 2017.
- Mares, Justin, and Gabriel Weinberg. Traction: A Startup Guide to Getting Customers. S Curve Publishing, 2014.
- http://www.diva-portal.org/smash/get/diva2:1229873/FULLTEXT01.pdf
- Selected book chapters and articles shared by the teaching staff.
Teaching method
Evaluation method
Subject matter
The curricular unit is organized in five Learning Units:
1. Foundations to Growth Hacking
2. Techniques collect and evaluate data
3. The role of Search Engine Optimization techniques
4. Testing strategies
5. Conversion Rate O ptimization Management
Programs
Programs where the course is taught:
- Specialization in Information Analysis and Management
- Specialization in Risk Analysis and Management
- Specialization in Knowledge Management and Business Intelligence
- Specialization in Information Systems and Technologies Management
- Specialization in Marketing Intelligence
- Specialization in Marketing Research and CRM
- Specialization in Knowledge Management and Business Intelligence – Working Hours Format
- Specialization in Information Systems and Technologies Management - Working Hours Format
- Specialization in Marketing Intelligence - Working Hours Format
- Post-Graduation in Information Analysis and Management
- Post-Graduation Risk Analysis and Management
- PostGraduate in Data Science for Marketing
- PostGraduate Digital Marketing and Analytics
- Post-Graduation in Knowledge Management and Business Intelligence
- Post-Graduation Information Systems and Technologies Management
- Post-Graduation in Marketing Intelligence
- Post-Graduation Marketing Research e CRM