LAB. WEB MARKETING
LABORATORIO DI WEB MARKETING
Hacking the attention economy
The Dark Side of Web Marketing: Hacking the Attention Economy
| A.Y. | Credits |
|---|---|
| 2020/2021 | 6 |
| Lecturer | Office hours for students | |
|---|---|---|
| Fabio Giglietto | Monday 11-13 |
| Teaching in foreign languages |
|---|
|
Course partially taught in a foreign language
English
This course is taught partially in Italian and partially in a foreign language. Study materials can be provided in the foreign language and the final exam can be taken in the foreign language. |
Assigned to the Degree Course
| Date | Time | Classroom / Location |
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| Date | Time | Classroom / Location |
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Learning Objectives
Familiarize with the concept of "attention economy" and "media manipulation".
- familiarize with social media marketing termionology (CPC, CPM, KPI, ...);
- understanding and using Facebook Ads Dashboard;
- learning how to design an online marketing strategy with Facebook;
- 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 Peer to Peer (P2P): Facebook Global Digital Challenge.
Program
The course is articulated into four parts:
Four key concepts of Internet Studies to understand contemporary information
- Ownership and affordance of Networked Publics;
- Participatory Culture;
- Attention Economy;
- Collective Actions
Media manipulation
- Internet Subcultures;
- Influencer;
- Strategic Amplification
Research methods
- Facebook, Instagram, YouTube and Twitter as data access sources for social research;
- API, scraping and data reseller;
- Principles of Data and Content Analysis.
Project work: Disinformation and media manipulation in electoral processes.
Bridging Courses
- 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).
Learning Achievements (Dublin Descriptors)
- Familiarize with social media marketing termonology (CPC, CPM, KPI, ...)
- Understanding Facebook Ads and other traffic sources and strategies
Teaching Material
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
Supporting Activities
Teaching assistant: Massimo Terenzi (massimo.terenzi@uniurb.it)
For enrolled students, please also check http://blended.uniurb.it.
Teaching, Attendance, Course Books and Assessment
- Teaching
Lectures and classroom exercises, use provided data to explore and undersatand the pratical side of dark marketing on social media.
- Attendance
It will be a compulsory attendance, ¾ of the lesson time. Participation at https://edventurepartners.com/peer-to-peer-facebook-global-digital-challenge/.
- Course books
- Kelsey T. (2017), Introduction to Search Engine Marketing and Adwords: A Guide for Absolute Beginners. Wheaton, Illinois: Apress.
- Facebook Blueprint: https://www.facebook.com/blueprint.
- 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.
Additional Information for Non-Attending Students
- Teaching
Study of exam books.
- Attendance
-
- Course books
- Marwick, A., & Lewis, R. (2017). Media Manipulation and Disinformation Online. Data & Society Research Institute (https://datasociety.net/output/media-manipulation-and-disinfo-online/)
- Giglietto, F., Righetti, N., & Marino, G. (2019). Understanding Coordinated and Inauthentic Link Sharing Behavior on Facebook in the Run-up to 2018 General Election and 2019 European Election in Italy. https://doi.org/10.31235/osf.io/3jteh
- Donovan, J., & Friedberg, B. (2019). Source Hacking: Media Manipulation in Practice. Data&Society. https://datasociety.net/output/source-hacking-media-manipulation-in-practice/
- Acker, A. (2018). Data Craft. Data & Society. https://datasociety.net/library/data-craft/
- Jack, C. (2017). Lexicon of Lies: Terms for Problematic Information. Data & Society. Retrieved from https://datasociety.net/output/lexicon-of-lies/
- 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.
Notes
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.
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