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Programme

Analytical and Usability of Web

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Description

Within the dimensions of on line marketing, this course will focus specifically on the interface between search marketing and web usability.

Search engines like Google are essential for maximum visibility in the web promotion of products and services. Also to be found. The website should be well organized and planned so that the user can find what he / she needs with just a click away. If not, all actions and investments in search engines will not have any use. By accessing the site, if the user does not find it, he / she will go away.

Similarly, if we have a site completely focused on the user, but without a search engine optimization and promotion, it will not be found either.

The course is intended to meet, discuss and experience search engine optimization techniques and guidelines to ensure usability and user – centric surfing. So that both spaces can be coordinated towards online sales targets.

It will be divided into 3 units with their corresponding content:

  • Web usability
  • Web SEO positioning
  • Web analytics

The course content will focus on the recognition of methodologies and techniques, as well as the practice of actions based on successful stories. Jobs will arise on the very companies the students work for, to implement pretty much what it has been learned in the course.

We will emphasize on the analysis and debate on a team over the capable of carrying out implementations in the enterprise and the proposed conceptual framework. In other words, recognizing those relevant contents for business activity.

Information

Goals and Student Profile

Goals

After completing the course the participant will be able to:

  • Recognize what further action to be taken in order to obtain a user – centred site and well positioned. Identify general guidelines for good surfing and usability.
  • Understand what and how the marketing works in a search engine.
  • Learn techniques for optimizing websites for search engines and actions outside of the sites.
  • To inquire about optimization, relevance, page rank, tracking of results, implementation of a campaign of search engines and the importance of the user experience.
  • Develop a competitive plan of positioning on the web, using a multiplicity of channels that it offers.
  • Analyze different metrics to evaluate the actions taken within the marketing in search engines.
  • Recognize measurement tools for the efficiency of a website.

Student Profile

ENAE Business School is very conscious of the fact that every teaching institution is built by all and must be very careful about participant selection right from the very start by analysing their CV, qualification certificates, admission exam and through a personal interview of the student by the program director. Depending on the program, ENAE Business School carries out tests to evaluate language competence.

Most of our students come from the business world about 80% of ENAE’s students are graduate professionals and executives who wish to update their knowledge and improve their skills. These students come from different academic backgrounds mostly engeneering, business, law, economics, communication and humanities.

We encourage young and talented graduates with entrepreneur spirit to be involved in our programs as a fast track to achieve their goals in the business World.

Curriculum

WEB USABILITY

Definitions of usability

Information architecture: different schemes organizations

Surfing: Surfing structures and systems

Types of web users

Planning a user – centred site

Web writing and design contents

Heuristic evaluation techniques

Common mistakes on usability

Persuasive techniques

WEB SEO POSITIONING

1.  Definition of search engine marketing

Path of search engines and architecture: how they work

What are Google basis for positioning?

Keywords

Methodology

Specialized Search engines

2. Types of web positioning

Definitions of SEO and SEM

Contextual advertising

Sponsored links

On Line reputation and SEO practices

SEM ads

3. Optimization and usability

Balance between search engine optimization, usability and web design.

Internal factors. Disadvantages of poor optimization. Analysis and optimization words

External factors. Inbound and Outbound links. Optimizing internal and external links.

Misleading methods of AdSense and Google

Penalties and Spam

On line reputation management

4. Landing page

Types

Legal aspects

WEB ANALYTICS

Usability metrics

SEO metrics

SEM Activity metrics (PPC, CPC, CPA, CR, ROI / GUAN, etc). Cookie.

Landing page: Measurement and analysis of results.

Measurement tools and applications: Google analytics.

Faculty

Specified Time Period and Place

Specified time period:  This course has and extension of 20 contact ours at ENAE premises.

Timetable: This course is delivered on Friday from 16:30 h. to 21:30 h. and Saturday from 9:00 h. to 14:00 h

Place and Address:
Edif. ENAE. Campus Universitario de Espinardo 30100 Espinardo Murcia- Spain


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Methodology

1. Theoretical presentations alternated with practical exposure so as to see their relationship with results in business. The interrelation between theory and practice is a methodology in which students must be involved. This methodological issue will be used for both business executives and professionals, and for recent graduates who want to join the same course.

2. Several case studies are sent from those that companies have been facing in real life for students, with the relevant knowledge acquired, to do the analysis between the different lines of action that may arise and choose the one considered more realistic and adjusted to the case. The student should become accustomed to making decisions and understand the implications of them.

3. Case studies and readings will be sent to participants through the virtual campus. At the same time chat forums or debate centres may be created on campus or virtual in which the views of the participants will be contrasted. . These tools will be used by the students to contrast their different points of view.

4. Virtual Campus is a tool that allows a much more fluid relationship between students and teachers at personal and on line level.

5. Teaching the course will take into account how the student intends to apply the knowledge acquired to the final project at the end of the Master.


Terms of Payment and Scholarships

Are you interested? Obtain the following benefits:

Price: 390 €

ENAE Business School offers the following discounts:

Partner companies of FUERM, their workers, and the members of Asociacion de Antiguos Alumnos of ENAE Business School will obtain a 10% of discount.

See if your company is a member of FUERM and ENAE

Scholarships

If the amount of the program is paid by your company through the credit offered by the Tripartite Foundation you may recover all or part of the amount of the program in ENAE Business School, discounting the amount to be credited for the payment of social insurance.

Part of the amount paid of our training programs, in-person and In Company, could be recovered through the Tripartite Foundation (only Spanish companies).

Ask us for more information. We make the process for obtaining the discounts to all those students who request it, at no additional cost to your training.

Admission Process

This program is part of a Master that has limited availability. Taking this course will provide you great oportunities for expanding your professional networks. Final admission decision is reserved to ENAE Business School on the basis of prerequisites established for the course, room availability and specific group profile required.

Este curso pertenece al y actualmente no se puede cursar de manera independiente.
Si desea recibir información del Máster al que pertenece o de posibles ediciones del curso a las que se pueda inscribir independientemente puede rellenar el siguiente formulario:
PROG-MK-ANALIT-WEB-XXIX
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