Beruflich Dokumente
Kultur Dokumente
Spring 2011
Instructor: Harpreet Singh
Office: SOM 3.620
Phone: 972-883-4770
Class Hours: Mondays 7 PM – 9:45 PM
Office Hours: 1.00-2.00 PM on Tuesday and by appointment (anytime)
TA: Jing Jin/
Secretary: Aylin Calisir / 972-883-4399
Email: harpreet@utdallas.edu
COURSE DESCRIPTION: Web sites can provide a direct link to current and potential
customers. Companies today know the importance of understanding and quantifying the
activity happening on their website and leveraging this information to realize the full
potential of their website. In this course students will be given a comprehensive overview
of key concepts, tools and techniques related to analysis of quantitative internet data to
optimize websites and web marketing initiatives.
The course will provide introduction to following concepts related to web site
optimization and web marketing : SEO (Search Engine Optimization), Tracking and
Analyzing website traffic, PPC (pay per click), Social Networks & Social Media
Marketing.
GRADING: The final course grade will be based on two written exams, four quizzes,
class participation and homework assignments.
IN-CLASS EXAMS: There will be one in-class, closed-book mid-term exam and one
in-class, closed-book final exam. The exams are non-cumulative and are weighted as
stated below. For each exam, students will be responsible for reading all of the assigned
readings and any additional material discussed and/or posted on the Web CT. Make-up
exams will only be given for University approved absences.
QUIZZES: To enforce more systematic approach to studying, there will be four in class
quizzes. The dates of quizzes are given below in the schedule.
FINAL GRADE WEIGHTING:
BA 4357 SCHEDULE: These descriptions and timelines are subject to change at the
discretion of the Instructor.
Week
Topic Detail
Starting
10th Jan Search Engine Optimization (SEO) - I How search Engines work,
17th Jan Holiday- Martin Luther King Day optimal website design,
24th Jan SEO- II keyword research, on-page
copywriting , link-building
31st Jan SEO - III and introduction to SEO
related tools
All material posted on Web
31st Jan QUIZ 1 CT during week of 10th Jan,
and 24th Jan
7th Feb Web Analytics (WA) -I KPIs, Segmentation, Internal
14th Feb WA- II Search Analytics,
Experimentation & Testing
21th Feb WA- III and Introduction to Google
Analytics
All material posted on Web
21th Feb QUIZ 2 CT during week of 31st Jan,
7th Feb and 14th Feb
SEO & Web Analytics - All
28th Feb Mid Term Exam the material posted on Web
CT till 22nd Feb
28th Feb Paid Advertisement -I Campaign setup, keyword
7th Mar Paid Advertisement -II building, bidding strategies,
14th Mar Holiday - Spring Break content networks, and
landing page optimization ,
conversion optimization and
21th Mar Paid Advertisement -III
Introduction to Google Ad-
Words
All material posted on Web
28th Mar QUIZ 3 CT during week of 28th Feb ,
7th Mar and 21st Mar
28th Mar Social Network Fundamentals-I Introduction to social
4th April Social Network Fundamentals-II network methods and
11th April Social Media Fundamental-I Software (UCINET &
PAJEK). Introduction to
18th April Social Media Fundamental-II
social media marketing
All material posted on Web
25th April QUIZ 4 CT during week 28th Mar, 4th
Apr, 11th Apr and 18th Apr
25th April Miscellaneous Topics
2nd May FINAL EXAM
Course Policies
A student at the university neither loses the rights nor escapes the
responsibilities of citizenship. He or she is expected to obey federal,
state, and local laws as well as the Regents’ Rules, university
regulations, and administrative rules. Students are subject to
discipline for violating the standards of conduct whether such
conduct takes place on or off campus, or whether civil or criminal
penalties are also imposed for such conduct.
Essentially, the law requires that colleges and universities make those
reasonable adjustments necessary to eliminate discrimination on the
basis of disability. For example, it may be necessary to remove
classroom prohibitions against tape recorders or animals (in the case
of dog guides) for students who are blind. Occasionally an
assignment requirement may be substituted (for example, a research
paper versus an oral presentation for a student who is hearing
impaired). Classes enrolled students with mobility impairments may
have to be rescheduled in accessible facilities. The college or
university may need to provide special services such as registration,
note-taking, or mobility assistance.