15. Evaluating the effectiveness of e-marketing mix
Goal – to introduce web applications/search engines optimisation (SEO) principles and functions.
- To present and introduce SEO – a tool for e-business promotion.
- To analyse and identify the basic principles of the SEO process.
Expected learning outcomes and skills:
To know how to use and customise SEO principles in order to promote, publicise and disseminate information online.
Duration of topic studying: 7 academic hours – 2 of them are allocated to the study of the module (theoretical classes), 1 academic hour – practice classes and 4 academic hours – self-study.
SEO (Search Engines Optimisation) – website application/search engine optimisation process.
URL (Universal Resource Locator) – a web page address.