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  4. Specialization in Information Systems and Technologies Management
  5. Search Engine Optimization

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