Learn how to develop and deploy an online marketing campaign with Google AdWords. AdWords is an advertising service by Google for businesses wanting to display ads on Google and its advertising network. The AdWords program enables businesses to set a budget for advertising and only pay when people click the ads. The ad service is largely focused on keywords.

• familiarize with social media marketing termionology (CPC, CPM, KPI, ...);
• understanding and using Google AdWords Dashboard;
• learning how to design an online marketing strategy with AdWords;
• learning how to write a pre-campaing report that includes the campaign objective and indicators;
• learnign how to write a post-campaign reprot that includes an evaluation of the campaign against che objectives initivalttly identified;
• familiarize with the relationships with the client during the Google Online Marketing Challenge.

The course is strongly learning-by-doing oriented. Devided in groups of up to 5 members, students will compete in the 2017 edition of the Google Online Marketing Challenge (https://www.google.com/onlinechallenge/).

Class 1

• Introduction to the course
• GOMC 2017: what you need to know to partecipate
• Teams building and registration. AdWords registration.

Class 2

• Introduction to Google AdWords, Google Analytics e +Pages

Class 3

• Business partner, Analysis of past pre­-campaign reports
• SWOT Analysis of potential business partners

Class 4

• Preparing the Pre-­Campaign report

Class 5

• Preparing the Pre-­Campaign report

Class 6

• Preparing and uploading the Pre-­Campaign report

Class 7

• Running the campaign, Analysis of real time results

Class 8

• Running the campaign, Analysis of real time results

Class 9

• Running the campaign, Analysis of real time results

Class 10

• Running the campaign, Analysis of real time results

Class 11

• Running the campaign, Analysis of real time results
• Preparing the post-campaign report

Class 12

• Running the campaign, Analysis of real time results
• Preparing and uploading the post-campaign report

Upload post-campaign Report Compito

• Marketing 101 (with specific reference to how to create a marketing plan, defining goals, metrics and costs);
• For those students privileging traditional form of learning instead of learning by doing, we strongly suggest to follow the Digital Marketing Course di Google available at https://www.google.com/onlinechallenge/dmc/ as a prerequisite for the course;
• The enrollment of the student to the online blended space is mandatory and must be completed before the start of the course (http://blended.uniurb.it).

- Familiarize with social media marketing termonology (CPC, CPM, KPI, ...)

- Understanding and using Google AdWords Dashboard

The teaching material prepared by the lecturer in addition to recommended textbooks (such as for instance slides, lecture notes, exercises, bibliography) and communications from the lecturer specific to the course can be found inside the Moodle platform › blended.uniurb.it

Google Digital Marketing Course: https://www.google.com/onlinechallenge/dmc/. For enrolled students, please check also http://blended.uniurb.it.

Teaching

Lectures and classroom exercises, use of Google Analytics and Google AdWords for the realization of a project of social media marketing.

Attendance

It will be a compulsory attendance, ¾ of the lesson time. Participation at GOMC.

Course books

• Cosenza V. (2012), Social Media ROI. Milano: Apogeo.
• Krippendorff K. (2012), Content Analysis. An Introduction to Its Methodology. Third Edition. Thousand Oaks: Sage.

Assessment

The exam will be held through an individual interview based on textbooks suggested. The aim is to evaluate both student's comprehension of the content and his ability in reworking concepts and in argumenting.
Excellent grades will be given in presence of: a good critical perspective and in depth study; knowing how to link among them the main subjects addressed during the course; the use of an appropriate language.
Good grades will be given in presence of:  good mnemonic knowledge of the contents; a relatively good critical perspective and connection skills related to the treated topics; the use of appropriate language.
Sufficient grades will be given in presence of: the achievement of a minimal knowledge on the treated themes, even in presence of some gaps; the use of a not appropriate language.
Negative grades will be given in presence of: a difficult orientation related to the the treated topics; knowledge gaps; the use of a not appropriate language.

Disabilità e DSA

Le studentesse e gli studenti che hanno registrato la certificazione di disabilità o la certificazione di DSA presso l'Ufficio Inclusione e diritto allo studio, possono chiedere di utilizzare le mappe concettuali (per parole chiave) durante la prova di esame.

A tal fine, è necessario inviare le mappe, due settimane prima dell’appello di esame, alla o al docente del corso, che ne verificherà la coerenza con le indicazioni delle linee guida di ateneo e potrà chiederne la modifica.

Teaching

Study of exam books.

Attendance

-

Course books

-Cosenza V. (2012). Social Media ROI. Milano: Apogeo.
 
-Krippendorff K. (2012). Content Analysis. An Introduction to Its Methodology. Third Edition. Thousand Oaks: Sage

Assessment

The exam will be held through an individual interview based on textbooks suggested. The aim is to evaluate both student's comprehension of the content and his ability in reworking concepts and in argumenting.
Excellent grades will be given in presence of: a good critical perspective and in depth study; knowing how to link among them the main subjects addressed during the course; the use of an appropriate language.
Good grades will be given in presence of:  good mnemonic knowledge of the contents; a relatively good critical perspective and connection skills related to the treated topics; the use of appropriate language.
Sufficient grades will be given in presence of: the achievement of a minimal knowledge on the treated themes, even in presence of some gaps; the use of a not appropriate language.
Negative grades will be given in presence of: a difficult orientation related to the the treated topics; knowledge gaps; the use of a not appropriate language.

Disabilità e DSA

Le studentesse e gli studenti che hanno registrato la certificazione di disabilità o la certificazione di DSA presso l'Ufficio Inclusione e diritto allo studio, possono chiedere di utilizzare le mappe concettuali (per parole chiave) durante la prova di esame.

A tal fine, è necessario inviare le mappe, due settimane prima dell’appello di esame, alla o al docente del corso, che ne verificherà la coerenza con le indicazioni delle linee guida di ateneo e potrà chiederne la modifica.

For part-time students attendance of the lectures is not mandatory. Students who will not attend at least the 50% of the lectures will have to contact the teacher.