Usability and Digital 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: digital analytics. 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. Digital analytics 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 analytics, 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 Arts in Economics and Communication in Public Management and Policy, Core course, Fundamental knowledges, 1st year
Master of Science in Digital Fashion Communication, Core course, Core Course, 1st year
Master of Science in Economics and Communication in Financial Communication, Elective course, Elective course, 2nd year