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Academy Documents

Please access the Students' Policies & Forms through this link. The following documents are all available at the link - Student Handbook, Student Code of Conduct,  Students' Privacy Notice, Deferral, Suspension, and Cancellation Policy, Assignment Extension Policy, Re-Sit Policy, Complaints Procedure Policy, Equality Policy, and Student Disciplinary Policy.

Sessions' Venue

Tuesday and Thursday sessions will be held at 21 Academy's Training Centre in Naxxar

21 Business Centre, No. 20., Triq in-Nutar Debono, Naxxar NXR 2525

Tuesday sessions 17:30 - 20:30hrs

Thursday sessions 09:30 - 12:30hrs (compulsory signature)

Saturday sessions will be held at St Joseph School

Triq Meter Boni Consilii, Tarxien

Saturday sessions 09:00hrs - 17:00hrs

Lecture Schedule & Notes

Lecture notes will be available during the week following the respective lecture. Schedule dates are indicative and may change. All changes, if any, may be communicated via email, SMS or telephone calls.

LectureDateTimePresentationNotes (If Any)
Lecture 0117 February 202409:00 to 17:00hrsPresentation 01
Lecture 0220 February 202417:30 to 20:30hrsPresentation 02
Lecture 0324 February 202409:00 to 17:00hrsPresentation 03
Lecture 0427 February 202417:30 to 20:30hrsPresentation 04
Lecture 0502 March 202409:00 to 17:00hrsPresentation 05
Lecture 0605 March 202417:30 to 20:30hrsPresentation 06
Lecture 0709 March 202409:00 to 17:00hrsPresentation 07
Tutiorial 01 + Self-Assessment12 March 202417:30 to 20:30hrsPresentation 08
Tutiorial 0216 March 202409:00 to 12:00hrsPresentation 09
Group Presentations23 March 202409:00 to 12:00hrs

Lecturer/s  

Mr Pierre Portelli

Lecture Summaries & Suggested Reading 

Lecture 1 - Understanding SEO Fundamentals

  • Self Assessment sitting 1

 

  • Introduction to SEO
    • Definition of SEO (Search Engine Optimization).
    • Importance of SEO in digital marketing and online visibility.

 

  • How Search Engines Work
    • Overview of search engine algorithms
    • Crawling, indexing, and ranking processes.

 

  • Keyword Research
    • Importance of keywords in SEO.
    • Tools and strategies for effective keyword research.
    • Understanding user intent and search context.

 

  • On-Page SEO
    • Role of content quality and relevance.
    • Importance of title tags, meta descriptions, and header tags.
    • URL structure and its impact on SEO.
    • Internal linking and its benefits for SEO.

 

  • Technical SEO
    • Website structure and navigation.
    • Importance of mobile-friendliness and responsive design.
    • Page speed optimisation and its impact on rankings.
    • Secure websites with HTTPS and SSL certificates.

 

  • Off-Page SEO
    • Understanding backlinks and their importance.
    • Strategies for link building and earning high-quality links.
    • The role of social signals in SEO.

 

  • SEO Tools and Analytics
    • Overview of popular SEO tools (e.g., Google Analytics).
    • Tracking and analysing SEO performance.
    • Understanding and acting on key metrics.

 

  • SEO Best Practices and Guidelines
    • Following search engine guidelines (e.g., Google's Webmaster Guidelines).
    • Avoiding black hat SEO techniques.
    • Importance of consistent content creation and updates.

Core Reading List

  • Clarke, A. (2020). SEO 2020: learn search engine optimization with smart internet marketing strategies. Independently Published.
  • Papagiannis, N. (2020). Effective SEO and content marketing: the ultimate guide for maximizing free web traffic. John Wiley & Sons.
  • Kent, P. (2020). SEO for Dummies. John Wiley & Sons.
  • Kelsey, T. (2017). Introduction to search engine optimization: a guide for absolute beginners. Apress.

Supplementary Reading List

  • Philip Kotler, Kevin Keller, and Alex Chernev, Marketing Management, 16th edition, Pearson, 2022
  • Nagpal, M., & Petersen, J. A. (2021). Keyword selection strategies in search engine optimization: how relevant is relevance? Journal of retailing, 97(4), 746-763.Ngai, E. W. (2005). Customer relationship management research (1992‐2002): An academic literature review and classification. Marketing intelligence & planning, 23(6), 582-605.

 

Lecture 2 - Web Creation for Digital Marketing Penetration

  • Introduction to Web Creation
    • The role of a website in digital marketing.
    • Understanding the synergy between web design and marketing strategy.

 

  • Fundamentals of Effective Web Design
    • Principles of good website design (clarity, simplicity, responsiveness).
    • The importance of user experience (UX) and user interface (UI) design.
    • Mobile-first design in the context of increasing mobile usage.

 

  • Content is King
    • Creating valuable and relevant content to engage the audience.
    • Importance of content strategy in driving traffic and conversion.
    • SEO-friendly content creation for better visibility.

 

  • Leveraging Multimedia
    • Integrating videos, images, and infographics to enhance engagement.
    • Optimizing multimedia content for speed and responsiveness.

 

  • Website Performance Optimization
    • The impact of website speed on user experience and SEO.
    • Tools and strategies for monitoring and improving website performance.

 

  • Conversion Rate Optimization (CRO)
    • Designing web elements for higher conversion rates (CTAs, landing pages, forms).
    • A/B testing and data-driven design decisions.

 

  • Security and Compliance
    • Ensuring website security (SSL certificates, secure payment gateways).
    • Understanding and complying with legal requirements (GDPR, CCPA).

 

  • Analytics and Feedback
    • Implementing analytics tools for tracking user behavior and traffic.
    • Gathering and acting on user feedback for continuous improvement.

 

  • Integrating with Digital Marketing Channels
    • The role of the website in an omnichannel marketing strategy.
    • Integrating social media, email marketing, and other digital channels with the website.

 

Core Reading List

  • Clarke, A. (2020). SEO 2020: learn search engine optimization with smart internet marketing strategies. Independently Published.
  • Papagiannis, N. (2020). Effective SEO and content marketing: the ultimate guide for maximizing free web traffic. John Wiley & Sons.
  • Kent, P. (2020). SEO for Dummies. John Wiley & Sons.
  • Kelsey, T. (2017). Introduction to search engine optimization: a guide for absolute beginners. Apress.

Supplementary Reading List

  • Philip Kotler, Kevin Keller, and Alex Chernev, Marketing Management, 16th edition, Pearson, 2022
  • Nagpal, M., & Petersen, J. A. (2021). Keyword selection strategies in search engine optimization: how relevant is relevance? Journal of retailing, 97(4), 746-763.Ngai, E. W. (2005). Customer relationship management research (1992‐2002): An academic literature review and classification. Marketing intelligence & planning, 23(6), 582-605.

 

Lecture 3 - Customer Relations Management for SEO

  • Introduction to CRM in SEO
    • Defining CRM and its role in enhancing SEO strategies.
    • The synergy between customer relationship management and search engine optimis

 

  • Understanding Customer Behaviour
    • Analysing customer data to understand search patterns and preferences.
    • Segmenting audiences for targeted SEO strategies.

 

  • CRM Tools for SEO Insights
    • Overview of CRM tools that provide valuable SEO.
    • How to leverage CRM data to inform keyword research and content creation.

 

  • Personalisation and SEO
    • Tailoring website content and user experience based on customer data.
    • The impact of personalised content on search engine rankings and user engagement.

 

  • Enhancing User Experience
    • Using CRM data to improve website navigation and usability.
    • Importance of responsive design and fast loading times for SEO and customer satisfaction.

 

  • Content Strategy Based on Customer Feedback
    • Utilising CRM feedback to refine content strategy and meet customer needs.
    • Encouraging and managing customer reviews for SEO and reputation management.

 

  • Link Building through Relationship Management
    • Leveraging customer relationships for authentic link-building opportunities.
    • Partnering with customers for case studies, testimonials, and user-generated content.

 

  • CRM Integration with SEO Tools
    • Integrating CRM systems with SEO tools for a cohesive marketing strategy.
    • Automated reporting and analytics for performance measurement and strategy adjustment.

 

  • Data Protection and Privacy
    • Ensuring customer data protection in CRM and SEO practices.
    • Adhering to privacy regulations (GDPR, CCPA) in data-driven SEO strategies.

 

Core Reading List

  • Clarke, A. (2020). SEO 2020: learn search engine optimization with smart internet marketing strategies. Independently Published.
  • Papagiannis, N. (2020). Effective SEO and content marketing: the ultimate guide for maximizing free web traffic. John Wiley & Sons.
  • Kent, P. (2020). SEO for Dummies. John Wiley & Sons.
  • Kelsey, T. (2017). Introduction to search engine optimization: a guide for absolute beginners. Apress.

Supplementary Reading List

  • Philip Kotler, Kevin Keller, and Alex Chernev, Marketing Management, 16th edition, Pearson, 2022
  • Nagpal, M., & Petersen, J. A. (2021). Keyword selection strategies in search engine optimization: how relevant is relevance? Journal of retailing, 97(4), 746-763.Ngai, E. W. (2005). Customer relationship management research (1992‐2002): An academic literature review and classification. Marketing intelligence & planning, 23(6), 582-605.

 

Lecture 4 - Creating Digitally Effective Websites

  • Purpose and Clarity
    • Defining the primary purpose and goals of the website.
    • Ensuring clarity in the website's message and offerings.

 

  • User-Cantered Design
    • Importance of understanding the target audience.
    • Principles of user experience (UX) and user interface (UI) design to enhance usability.

 

  • Responsive and Mobile-Friendly Design
    • The necessity of a mobile-responsive design in today's digital landscape.
    • Testing and optimising for various screen sizes and devices.

 

  • Visual Elements
    • Importance of aesthetic appeal and brand consistency.

 

  • Navigation and Structure
    • Designing intuitive navigation to guide users.
    • Creating a clear hierarchy and logical structure in website layout.

 

  • Security Measures
    • Importance of securing websites (SSL certificates, secure payment gateways).
    • Keeping software and plugins up to date to avoid vulnerabilities.

 

Core Reading List

  • Clarke, A. (2020). SEO 2020: learn search engine optimization with smart internet marketing strategies. Independently Published.
  • Papagiannis, N. (2020). Effective SEO and content marketing: the ultimate guide for maximizing free web traffic. John Wiley & Sons.
  • Kent, P. (2020). SEO for Dummies. John Wiley & Sons.
  • Kelsey, T. (2017). Introduction to search engine optimization: a guide for absolute beginners. Apress.

Supplementary Reading List

  • Philip Kotler, Kevin Keller, and Alex Chernev, Marketing Management, 16th edition, Pearson, 2022
  • Nagpal, M., & Petersen, J. A. (2021). Keyword selection strategies in search engine optimization: how relevant is relevance? Journal of retailing, 97(4), 746-763.Ngai, E. W. (2005). Customer relationship management research (1992‐2002): An academic literature review and classification. Marketing intelligence & planning, 23(6), 582-605.

 

Lecture 5 - Selecting the Right Content for SEO/CRM

  • Understanding the Intersection of SEO and CRM
    • Exploring how SEO-driven content can align with CRM objectives.

 

  • Identifying Target Audience
    • Importance of understanding the audience demographics, behaviours, and preferences.
    • Leveraging CRM data to create audience personas for personalised content.

 

  • Content Relevance and User Intent
    • Aligning content with user intent (informational, navigational, transactional, commercial).
    • Ensuring content meets the needs and solves the problems of the target audience.

 

  • Creating Valuable and Engaging Content
    • Focusing on quality, originality, and added value in content creation.
    • Incorporating various content types (blogs, videos, infographics) for engagement.

 

  • Optimising Content for SEO
    • Applying on-page SEO techniques (title tags, meta descriptions, URL structure).
    • Ensuring content readability and keyword optimisation without overstuffing.

 

  • Content Personalization
    • Utilising CRM data to personalise content for different segments of the audience.
    • Crafting personalised messages, recommendations, and offers.

 

  • Feedback Loop and Continuous Improvement
    • Gathering and acting on customer feedback to refine content strategy.
    • Continuously testing and optimizing content for better performance.

 

Core Reading List

  • Clarke, A. (2020). SEO 2020: learn search engine optimization with smart internet marketing strategies. Independently Published.
  • Papagiannis, N. (2020). Effective SEO and content marketing: the ultimate guide for maximizing free web traffic. John Wiley & Sons.
  • Kent, P. (2020). SEO for Dummies. John Wiley & Sons.
  • Kelsey, T. (2017). Introduction to search engine optimization: a guide for absolute beginners. Apress.

Supplementary Reading List

  • Philip Kotler, Kevin Keller, and Alex Chernev, Marketing Management, 16th edition, Pearson, 2022
  • Nagpal, M., & Petersen, J. A. (2021). Keyword selection strategies in search engine optimization: how relevant is relevance? Journal of retailing, 97(4), 746-763.Ngai, E. W. (2005). Customer relationship management research (1992‐2002): An academic literature review and classification. Marketing intelligence & planning, 23(6), 582-605.

 

Lecture 6 - Google Analytics for SEO

  • Overview of Google Analytics
    • Understanding the interface and basic features.

 

  • Setting Up Google Analytics
    • Steps for setting up a Google Analytics account.
    • Integrating Google Analytics with your website.

 

  • Understanding Key Metrics
    • Explanation of key metrics: Sessions, Users, Pageviews, Bounce Rate, Average Session Duration.
    • How these metrics can influence and inform SEO strategies.

 

  • Audience Analysis
    • Using Audience reports to understand demographic, geographic, and device information.
    • Analysing user behaviour to improve targeting and content strategy.

 

  • Acquisition Reports
    • Understanding how visitors arrive at your website (organic search, direct, referrals, social media).
    • Analysing which channels drive the most traffic and conversions.

 

  • Behaviour Reports
    • Examining what visitors do on your site through Behaviour Flow, Site Content, and Landing Pages reports.
    • Using this data to optimize site structure and content for better user engagement.

 

  • Conversion Tracking
    • Setting up and tracking Goals to measure how well your site fulfils target objectives.
    • Understanding the path users take towards conversion and identifying potential roadblocks.

 

  • SEO-Specific Reports
    • Utilizing the Queries report to see which Google search queries bring users to your site.
    • Analysing the Landing Pages report to understand which pages attract the most traffic.

 

  • Integrating with Google Search Console
    • Linking Google Analytics with Google Search Console for additional SEO insights.
    • Understanding search visibility, click-through rate (CTR), and search engine ranking.

Core Reading List

  • Clarke, A. (2020). SEO 2020: learn search engine optimization with smart internet marketing strategies. Independently Published.
  • Papagiannis, N. (2020). Effective SEO and content marketing: the ultimate guide for maximizing free web traffic. John Wiley & Sons.
  • Kent, P. (2020). SEO for Dummies. John Wiley & Sons.
  • Kelsey, T. (2017). Introduction to search engine optimization: a guide for absolute beginners. Apress.

Supplementary Reading List

  • Philip Kotler, Kevin Keller, and Alex Chernev, Marketing Management, 16th edition, Pearson, 2022
  • Nagpal, M., & Petersen, J. A. (2021). Keyword selection strategies in search engine optimization: how relevant is relevance? Journal of retailing, 97(4), 746-763.Ngai, E. W. (2005). Customer relationship management research (1992‐2002): An academic literature review and classification. Marketing intelligence & planning, 23(6), 582-605.

 

Lecture 7 - Keyword Search

  • Introduction to Keyword Research
    • Defining keyword research and its importance in SEO and content marketing.
    • Overview of the relationship between keywords, search engine rankings, and web traffic.

 

  • Identifying Your Target Audience
    • Importance of understanding the audience's needs, language, and search habits.
    • Techniques for creating audience personas to guide keyword selection.

 

  • Tools for Keyword Research
    • Introduction to popular keyword research tools (e.g., Google Keyword Planner).
    • Demonstrating how to use these tools to find and evaluate keywords.

 

  • Analysing Keyword Metrics
    • Understanding key metrics: search volume, keyword difficulty, and competition.
    • How to interpret these metrics to select the most beneficial keywords.

 

  • Intent Behind Searches
    • Distinguishing between navigational, informational, transactional, and commercial search intents.
    • Aligning content with user intent for higher engagement and conversion rates.

 

  • Competitor Keyword Analysis
    • Assessing competitors' keywords to understand industry trends and overlooked opportunities.
    • Tools and strategies for effective competitor keyword analysis.

 

  • Keyword Organization and Strategy
    • Organising keywords by relevance, intent, and topic for structured content planning.
    • Developing a keyword strategy that aligns with business goals and user needs.

 

  • Integrating Keywords into Content
    • Best practices for incorporating keywords into website content, blogs, and metadata.
    • Balancing keyword optimization with natural language and readability.

 

Core Reading List

  • Clarke, A. (2020). SEO 2020: learn search engine optimization with smart internet marketing strategies. Independently Published.
  • Papagiannis, N. (2020). Effective SEO and content marketing: the ultimate guide for maximizing free web traffic. John Wiley & Sons.
  • Kent, P. (2020). SEO for Dummies. John Wiley & Sons.
  • Kelsey, T. (2017). Introduction to search engine optimization: a guide for absolute beginners. Apress.

Supplementary Reading List

  • Philip Kotler, Kevin Keller, and Alex Chernev, Marketing Management, 16th edition, Pearson, 2022
  • Nagpal, M., & Petersen, J. A. (2021). Keyword selection strategies in search engine optimization: how relevant is relevance? Journal of retailing, 97(4), 746-763.Ngai, E. W. (2005). Customer relationship management research (1992‐2002): An academic literature review and classification. Marketing intelligence & planning, 23(6), 582-605.

 

Lecture 8 - Tutorial Session 01

  • Self Assessment sitting 2

Under the guidance of the lecturer, the students will analyse some of the following successful case studies:

Core Reading List

  • Induction Session 03 slides
  • All of the 1 to 7 sessions slides

 

Lecture 9 -  Tutorial Session 02

Under the guidance of the lecturer, the students will analyse some of the following successful case studies:

Core Reading List

  • Induction Session 03 slides
  • All of the 1 to 7 sessions slides

 

Lecture 10 - Tutorial Session 03

During this session, students will

  • present their work to show their technical knowledge and how to implement SEO
  • be asked to clarify their positions when needed
  • be expected to demonstrate an understanding of how to create digital content to enhance search engine optimisation.

 

Lecture 11 - Assessments

During this session students will:

  • Receive the scored self-assessment
  • Deliver the group presentations and answer to questions from both students and tutor
  • Go through the last assignment issues, if any.

 

Methods of Assessment

Self Assessment 15% of final score - Students will be expected to sit for a multiple choice test during the module's first lecture on 17 February 2024. Students will be handed out with the test sheet and their answers during the session 8 on the 12 March 2024 and will be asked to correct their own submission.

Group Presentation 20% of final score

Reflective Notes 10% of final score

1 Assignment 55% of final score

Assignment

You have to choose 1 out of the 3 questions which are available in the Assignment Submission form below. Assignment should be submitted by not later than Thursday 28 March 2024. The assignment has to be submitted together with the Assignment Submission Form through 21 Academy's plagiarism software Turnitin. Please indicate the questions which you have addressed in the Assignment Submission form and upload assignments in pdf format. Do not scan assignment but convert/save it directly to pdf. We ask you to keep the similarity percentage very low and definitely below 20%. You should  review and rephrase any assignments which show more than 20% similarity. Any assignments submitted above 20% similarity will not be scored and considered as failed.

Assignment Submission Form

If you need information on how to plan, draft and submit your assignment follow the 21 Academy presentation on Writing and Submitting your Assignment.

We are also making the 21 Academy's Assignments Rubric available for your guidance. This is a performance-based assessment tool. Tutors will use the rubric to assist them to allocate scoring while it allows students to understand what is required in the assignment and how it will be graded. The Harvard Referencing Style should be used.

Group Presentation

You will be asked to design and deliver a group presentation about a business you plan to create together. This will be the same group you worked together with in-class. The presentation should be  delivered in 20 minutes and each member of the group should deliver part of the presentation . The presentation will be delivered on Saturday 23 March 2024 between 09.00 and 12.00hrs.

This Presentation Rubric is being made available for your guidance. This is a performance-based assessment tool. Tutors will use the rubric to assist them to allocate scoring while it allows students to understand what is required in the presentation and how your presentation will be graded.

The presentation should be submitted in pdf format together with the Presentation Submission Form through Turnitin by not later than Friday 22 March, 2024 at 23.59hrs. Do not scan the presentation but convert/save it directly to pdf.

Note that the submitted presentations will be scanned for plagiarism.

Reflective Notes

Each student should submit Reflective Notes about their experience during the preparatory phase of the Group Presentation. From here you can download 21 Academy's Reflective Notes template in Word Format or pdf format. The Reflective Notes have to be submitted to the academy through Turnitin by not later than Friday 22 March, 2023 at 23.59hrs.

If you need information on how to write and keep your reflective notes for your involvement in the group work to prepare the presentation please refer to the Induction Presentation 04.