Usability and Web Analytics
The course deals with the relationship between hypermedia products (e.g.: websites, mobile apps) and their users, analyzing effectiveness/efficiency/user satisfaction: usability, as well as actual usages: webanalytics. Usability will be approached taking into account both expert inspections as well as user testing, dealing in particular with such tools as heuristics and user scenarios. Also eye-tracking techniques will be presented and discussed. Webanalytics will consider several online communication outlets, ranging from websites and mobile apps to Facebook pages/groups, videos, Twitter, newsletters etc. The course will also present a holistic model, encompassing both usability and webanalytics, called UsERA, and based on Austin’s model of communication.
The assessment will be undertaken in a form of collaborative group projects (30%) and a written exam (70%).
Master of Science in Communication and Economics in Corporate Communication, Elective course, Minor
Master of Science in Communication and Economics in Marketing and Transformative Economy, Elective course, Minor
Master of Science in Communication in Media Management (until A.Y. 2017), Elective course, 1st year
Master of Science in Economics and Communication in Financial Communication, Elective course, 2nd year