Università degli Studi di Urbino Carlo Bo / Portale Web di Ateneo


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 Email 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

Communication and Advertising for Organizations (LM-59)
Curriculum: PERCORSO COMUNE
Date Time Classroom / Location
Date Time Classroom / Location

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.


Didactics, Attendance, Course Books and Assessment

Didactics

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.

Additional Information for Non-Attending Students

Didactics

Study of exam books.

Attendance

-

Course books
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.

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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