p. 1 Course Syllabus MIS 4111/6111– Web Strategy and Analytics for Business Spring Semester, 2017 3.0 Credit Hours (Last updated: 1/15/2017) Instructor: Avanti Pandit Phone1: 508.423.6392 (personal) email preferred Phone2: E-mail: [email protected]E-mail2: [email protected]Office: FCB 373 Office Hours: meetings can be scheduled on Tuesdays and Thursdays before or after class. Course Overview: [REQUIRED] This is a fast-paced introductory business course in which you will learn the basics of Search Engine optimization (SEO) and Search Engine Marketing (SEM) and online Web Analytics for Business. Pre-Requisites/Co-Requisites: There are currently no course pre-requisites to enrolling in this course. However, this is a technical course and will require that the student should have a good grasp of basic computer and writing skills. Required Texts (and Related Materials): [REQUIRED] o The Art of SEO 3rd edition (2015), O'Reilly (bookstore) o Applied Innovative Marketing with WordPress, Kanabar and Pandit (e-book purchased from http://www.appliedinnovativemarketing.com) o Selected readings from web as outlined in Syllabus Additional fees required for the course project (Note: This will be covered by the Department for Spring 2017) o $15 fee per team for registration and hosting of website URL (Professor’s special price valid for course duration only, details in class)
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Course Syllabus MIS 4111/6111– Web Strategy and Analytics ......p. 1 Course Syllabus MIS 4111/6111– Web Strategy and Analytics for Business Spring Semester, 2017 3.0 Credit Hours
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In general, you should assist the instructor and your fellow classmates in creating a positive,supportiveenvironmentforlearningbystayingengagedinthecourse.Youwilllearnasmuchfromthecollectivecontributionsofyourclassmatesasyouwillfromtheinstructor.Asagroup,wewillcreateapositiveandcollaborativeenvironmentandshareeachother’sviews,insights,andanalysisofassignedscenariosandreadingscoveredinthecourse.
• Exhibitsconvincingrangeandqualityofknowledge,havingdoneappropriateresearch• Identifies,thoughtfullyanalyzesandevaluatesmajorpointsofview• Convincing conclusions are drawn and demonstrate an understanding of investigative
Teammemberswork collaboratively to createPowerPointpresentations tobe shownduring theteam’s presentations for the final project. Please plan on posting the team’s PowerPointpresentationbythedaylistedontheschedulesection.Projectpresentationshouldbegivenin10-15minutes. Every presentationwill be followed by 5-10minutes of a question/answer session.Include your team number and members’ names in the file name of the PowerPoint. Teampresentations will be preloaded on a computer to save class time. Each team member mustparticipateintheoralpresentation.
• Organizationandflow• Completeness• Lengthofpresentationfallswithinthespecifiedtimerange• Identificationandthoughtfulanalysisofmajorpointsofview• Convincing conclusions are drawn and an understanding of investigative results is
demonstrated
Exams
Themidterm (10%) and the cumulative final exam (25%)will both be in-class. The objective ofexamsistotestparticipants’grasponthekeyconceptscoveredintheclass;understandingofthedigitalwebstrategyconcepts,searchengineoptimizationconcepts,theassignments,readings,andhandouts. Absence from any scheduled exam will result in an exam grade of zero unlessarrangementshavebeenmadewiththeinstructorpriortotheexamdate.
InstructorandPeerEvaluations
Peer and instructor evaluations of participant participation will be conducted throughout thecourse.Aspartofthepeerevaluation,eachparticipantwillratethedegreetowhicheachmemberof the team fulfilled his/her responsibilities in completing the project and assignments. Theseratingsshouldreflecteachindividual’slevelofparticipation,effortandsenseofresponsibility,nothisorheracademicability.
In-classcomputerusageshouldberelatedtothematerialbeingcoveredinclass.Theuseofacomputerorcell phone for general Internet browsing, text-messaging, Facebooking, Twittering, or other socialnetworkingduringclassisextremelydistractingtoboththeinstructorandnearbyparticipants.Pleasebesensitiveandrespectfulofyourclassmatesandinstructor.Ifyoumustuseanyoftheabovecommunicationmeansduringtheclasssession,pleasefeelfreetomomentarilystepoutoftheroomorwaituntilthenextbreaktodoso.Innocaseshouldinternetaccessbeusedduringmid-termandfinalexams.
Allparticipantsareexpectedtoattendclassesregularlyandpromptly.However,formalattendancewillnotbetaken.Whenyoumissclasses,yourgradeswillsufferbecauseyouwillmissimportantinformationandclassroom interaction/discussion. Participants who miss classes will be held responsible for all in-classcoursecontent.Participantshavetheresponsibilitytotakeallscheduledexamsandturninallassignmentsbytheannounceddateandtime.Theinstructorreservestherighttodeductupto50%forlateassignments.
• Hospitalizationoftheparticipantoranimmediatefamilymemberduetoillnessoraccident.• Death in the participant’s immediate family (ex., spouse, parents, guardians, siblings,
The absentee shall submit documents supporting the above claims (hospital admission form, deathcertificate,orcourtsubpoena,etc.)tothecoursecoordinator.Uponsatisfactoryverification,theparticipantshall be allowed to take a make-up assignment or paper/essay in lieu of missed classroominteraction/discussion.
Start section: Chapter 6 - When to use TLD Other Than .com End before section: Chapter 6 - Keyword Targeting
o Chapter 11 Pg 715-720
Start section: Chapter 11-Tracking Results and Measuring Success (beg of Ch 11) End before section: Chapter 11-Using Analytics as a Business case for SEO
• The Art of SEO: o Chapter 5 (Keyword research/ co-
occurrence analysis) o Chapter 6-Pages 302-345, Pages
387-389
Start section:Chapter 6 - Keyword Targeting End before section: Syntax of the robots.txt file
Start section: Chapter 6 - Google’s Hummingbird End before section: Chapter 6 - Structured Data
o Chapter 12 Pages 818-830
Start section: Chapter 12 -
10.Week5–ThursSEO
KeywordResearchcontinued
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Spam Filtering and Penalties End before section: Chapter 12- Changing SEO Vendors or Staff Members
• SEO - Google Adwords Keyword Planner
• Help video: How to use Google Adwords Planner
• WORKBOOK Chapter 10
11.Week6-TuesSEO
WordPressSEOpluginApplicationofKeywordresearch
21-Feb-17
The Art of SEO:
o Chapter 4 Pg 168 – 193
Start section:Chapter 4- Auditing an Existing Site to Identify SEO Problems End before section: Chapter 4 - end of Chapter
o Chapter 7 Pg 425-460, 468-499
Start section:Chapter 7 - Content Marketing (beg of Chapter) End before section: Chapter 7 - Leveraging the power of memes Start section: Chapter 7 - Choosing the right Content Marketing Strategy End before section: Chapter 7 - Get Active in Social media
o Chapter 10 – Pg 669-674
Start section: Chapter 10-Optimizing for Image Search End before section: Submitting a Product Feed
• 5 Reasons Your Business Should Use AdWords, http://www.forbes.com/sites/johnrampton/2014/03/29/5-reasons-your-business-should-use-adwords/#63c4986058eb
• The Art of SEO: Ch 11 Pg 721-730 and Pg 793 - 794 (in syllabus) Start section: Chapter 11 - Basic Overview End before Section: Chapter 11 - Taking a Deeper look at Action Tracking Start section: Chapter 11 - Key Performance Indicators for Long-Tail SEO End before Section: Chapter 11 - Duplicate Content
• Google Analytics website: http://www.google.com/analytics