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University of Westminster School of Computer Science 6MMCS002W, “Digital Marketing, Social Media and Web Analytics” 2020/21 Module leader Dr Vassiliki Bouki Unit Coursework Weighting: 60% Qualifying mark 30% Description Theoretical and practical work on SEO; SEO and Social Media Learning Outcomes Covered in this Assignment: Learning Outcomes addressed by this coursework LO1: critically evaluate digital marketing elements, such as SEO, email and social media in terms of effectiveness LO2: employ the techniques required to maximise the effectiveness of marketing on the web, with particular reference to search engine, email and social media LO3: select and employ web analytics techniques and tools in a way that tracks and measures the effectiveness of a IMP’s design and digital marketing campaigns, and investigates security issues effectively LO4: defend in writing and oral form research-informed decisions and solutions to issues of SEO, social media and web analytics; LO5: critically interpret and discuss the results generated from SEO and Analytics tools and provide recommendations for given scenarios LO6: critically compare competitors’ digital marketing elements and demonstrate how findings from such comparison affect own IMP’s digital marketing campaign. Handed Out: Tuesday, 02 February 2021 Due Date Wednesday, 07 April 2021, 13:00pm Expected deliverables Electronic file Method of Submission: Electronic submission via Blackboard Type of Feedback and Due Date: · Formative feedback: verbal feedback will be given on week 7 during the presentations · Written feedback and marks 15 working days (3 weeks) after the deadline. All marks will remain provisional until formally agreed by an Assessment Board. BCS Criteria meeting in this assignment 2.1.1 Knowledge and understanding of facts, concepts, principles & theories 2.1.2 Use of such knowledge in modelling and design 2.1.3 Problem solving strategies 2.1.5 Deploy theory in design, implementation and evaluation of systems 2.1.7 Knowledge and understanding of commercial and economic issues 2.1.8 Knowledge of management techniques to achieve objectives 2.2.4 Deploy tools effectively 2.3.2 Development of general transferable skills 3.1.1 Deploy systems to meet business goals 3.1.2 Methods, techniques and tools for information modelling, management and security 3.1.4 Knowledge and understanding of mathematical and/or statistical principles 3.2.1 Specify, deploy, verify and maintain information systems 3.2.2 Defining problems, managing design process and evaluating outcomes 3.2.3 System Design 4.1.1 Knowledge and understanding of scientific and engineering principles 4.1.2 Knowledge and understanding of mathematical and statistical principles 4.2.2 Defining problems, managing design process and evaluating outcomes Assessment regulations Refer to section 4 of the “How you study” guide for undergraduate students for a clarification of how you are assessed, penalties and late submissions, what constitutes plagiarism etc. Penalty for Late Submission If you submit your coursework late but within 24 hours or one working day of the specified deadline, 10 marks will be deducted from the final mark, as a penalty for late submission, except for work which obtains a mark in the range 40 – 49%, in which case the mark will be capped at the pass mark (40%). If you submit your coursework more than 24 hours or more than one working day after the specified deadline you will be given a mark of zero for the work in question unless a claim of Mitigating Circumstances has been submitted and accepted as valid. It is recognised that on occasion, illness or a personal crisis can mean that you fail to submit a piece of work on time. In such cases you must inform the Campus Office in writing on a mitigating circumstances form, giving the reason for your late or non-submission. You must provide relevant documentary evidence with the form. This information will be reported to the relevant Assessment Board that will decide whether the mark of zero shall stand. For more detailed information regarding University Assessment Regulations, please refer to the following website:http://www.westminster.ac.uk/study/current-students/resources/academic-regulations Coursework Description PART A (SEO; marketing and email campaign; references) [55 marks] PREPARATION During the second tutorial, we saw how to implement a prototype website using Google Sites. For the needs of the coursework you are asked to make use of what you learnt in tutorial 2 and to create a website with information about yourself. Alternatively, and if you have the necessary knowledge you can use HTML instead of ‘google sites’. It is your decision which tool you will use for the implementation (Google sites or HTML) and you do not earn or lose marks if you choose one tool over the other. The purpose of the website is to advertise yourself to future employers (topics such as: education; working experience; skills etc. are expected but you could consider adding few more). The website must consist of 6 pages. Pictures are permitted, provided they comply with University's guidelines. Please notice that you do NOT gain any marks for highly decorated web pages. It is advisable NOT to spend a lot of time decorating the website as this is not the aim of the coursework. The use of video clips is NOT permitted. Very important note – DO NOT IGNORE THIS NOTE!!! You must include the address of the front-page of the website that you created (for example: if you use google sites, the address will look like: https://sites.google.com/site/your_site_name/) at the beginning of the coursework report. If the site is NOT available online after the submission of the coursework, we will assume that you did not create any website – as a consequence the coursework cannot be marked and you could get maximum 5 marks for the presentation. · TASK 1: SEO techniques; optimize your personal web site. [Total: 35 marks] Starting with the topics we examined during the lectures as well as the online papers and tools we discussed and used, during the tutorials you are asked to conduct your own reading and research on SEO. More specifically, make sure that you have a clear idea about the purpose of SEO, the most common SEO techniques and how changes in the algorithms used by major search engines (such as Google) could affect SEO practices and their performance. Based on the above you need to employ certain techniques in order to optimize the web site you created. In order to optimise your personal web site, you must apply the following SEO techniques: A. Keywords – conduct keyword research using the appropriate tool(s) and select one primary and one secondary keyword for your website (total 2 keywords). Optimise the content of your website with the keywords you identified. [20 marks] B. Backlinks – employ the off-site SEO technique that makes use of back links'. Implement three (3) different links. For example, you can use any social media account you have or you can create one for this purpose. [5 marks] C. Choose two more alternative optimization methods and implement them. You can choose any two of the optimization methods we have discussed. [10 marks] You must submit: For A (total: 20 marks): · Name of keyword 1 and justification (why you selected this keyword): 3 marks · Name of keyword 2 and justification (why you selected this keyword): 3 marks · Explain / justify why one keyword is primary and the other is secondary: 2 marks · Keywords volume (2 marks for each keyword – use of appropriate tools is expected): 4 marks · Keywords density (2 marks for each keyword – use of appropriate tools is expected). Keyword density must be checked after you have created your content: 4 marks · Example of implementation: (2 marks for each keyword – specific examples from your site are expected): 4 marks For B and C (total: 15 marks): For the other SEO techniques, you implemented (B and C), you must submit, a short report (NO MORE than 250 words each) where you explain: a) the technique in general (2 marks) and how you implemented it (3 marks). [5 marks for each technique; 3 techniques total 15 marks]. To get full marks for the implementation you must provide sufficient evidence (e.g. if you choose internal linking, you must provide at least 5 links for full marks). General remarks for Task 1: Specific answers are expected: an answer such as 'I used keywords to improve the ranking of my site' does not gain any marks. You are expected to provide references (e.g. to the tools you used) to support your decisions / actions. · TASK 2: Email marketing [10 marks] · Design a typical email you would send to serve the website’s goals. More specifically, create a mock-up with all the appropriate, structure, elements, content, and information (include it in the report). · When designing, consider issues such as avoiding being considered a spam, increasing click-through rate, and maintaining consistent branding with regards to the website. Note: You can use either any free email template builder or any image processing software to produce the mock-up. However, you will need to adjust it in order to serve the website’s goals. You must submit: The email you designed, followed by a referenced paragraph (up to 200 words) that explains the effectiveness of email marketing and your design. Any decisions must be justified. · References [10 marks] For Part A (both tasks 1 and 2) you must use references to justify your claims and / or your decisions. Provide extra page(s) with your references list at the end of each section. You are expected to do your own research and use more references than those we discussed in the class. At least 10 academic references (articles, papers etc.) are expected in total. References from blogs get no marks. You get up to 10 marks for the quality of the references you provide and their correct use. PART B (Analytics: different ways to collect data, reports, goals) [45 marks] · TASK 1: “Universal-Analytics” and “Google Analytics 4” [Total: 11 marks] The last few years, Google Analytics uses the “Universal-Analytics” code to collect information. Recently, Google Analytics introduced the new “Google Analytics 4” property. Both ways are active today and they can be used in parallel. Connect your web site with Google Analytics, using BOTH ways and write a brief report ( 500-550 word) that explains how you did it as well as the differences between the two (Universal Analytics and Google Analytics 4) approaches. In details, your report must provide the following information: a) How you connected your web site using BOTH ways (“Universal-Analytics” and “Google Analytics 4”). Briefly, describe the steps (please do NOT include screenshots) and include the code that is generated in each case [5 marks]. b) Explain the main differences between the two approaches and the advantages of Google Analytics 4 [6 marks]. · TASK 2: Collect data using Universal-Analytics – Create GA reports [Total: 16 marks; each report gets 4 marks] For this task, you must create some traffic to your site (you could ask friends, family and colleagues to visit your site and browse some of its pages). Monitor the site using your Google Analytics account and produce the following reports