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Lesson 2:Markup Language and Site

Development Essentials

Lesson 2 Objectives• Discuss the history of markup languages• Distinguish between HTML and XHTML• Identify HTML and XHTML flavors• Explain the value of universal markup• Demonstrate knowledge of Web site

development principles• Plan Web site development

History of Markup Languages• Standard Generalized Markup Language

(SGML)– Originally created by IBM in 1986– A metalanguage, meaning it is used to

create other languages– The basis for HTML, XHTML and XML– You create your own document rules using a

Document Type Definition (DTD)

History of Markup Languages (cont'd)

• Hypertext Markup Language (HTML)– Based on SGML, invented by Tim Berners-Lee– Allows hyperlinks– HTML vs. SGML

• HTML versions include:– HTML 3.2– HTML 4.01 (the most popular version of HTML)

• HTML 4.01 flavors include:– 4.01 Transitional – allows deprecated tags, not as strict– 4.01 Strict – requires all container tags and does not allow

deprecated tags– 4.01 Frameset – for use with frames

History of Markup Languages (cont'd)

• Extensible Markup Language (XML)– A subset of SGML, also a metalanguage– XML describes data instead of formatting– HTML or XHTML provides formatting and document

structure• XML documents have a tree structure• XML documents must be well-formed• XML and valid documents: the DTD• XML and style sheets• From HTML to XML

History of Markup Languages (cont'd)

• Extensible Hypertext Markup Language (XHTML) – Combines HTML with XML

• XHTML 1.0 flavors include:– Transitional – allows deprecated tags, not as

strict– Strict – requires the exclusive use of CSS for

all formatting elements and does not allow deprecated tags

– Frameset – for use with frames

Universal Markup Creation• Follow W3C standards• Benefits of following standards include:

– Code will render as expected in more browsers

– Pages will be more scalable (as you add more sophisticated content, you will not run into problems)

– Pages are more likely to be available to disabled users

Web Site Development Principles

• Project management and the Web development project cycle– Create and document an initial Web site plan– Obtain relevant input from stakeholders– Communicate the Web site plan– Consider technical and non-technical concerns– Develop the site– Publish the site– Manage the site

Creating and Documenting an Initial Web Site Plan

• Site plan is a rough outline of planned development– Site diagram– Storyboard

• Eventually becomes a site map for completed site

• Determining audience and message• Validating design issues

– Consider issues such as central message, fonts, images, colors, ethnic and cultural diversity, and common color schemes

Obtaining Relevant Input from Stakeholders

• Stakeholders are relevant organization employees or contributors who can provide or help determine:– The purpose of the Web site– The services that the audience requires from the site– Development timelines

• As you work with stakeholders:– Remember that non-technical people may be asked to approve

your project– You must translate technical issues into non-technical language

• Team members can include representatives from marketing, IT, sales and other areas of your organization

Documenting and Communicating the Plan

• Create a storyboard• Document decisions in meetings and follow up• Communicate the plan in various ways:

– Calling relevant parties to ensure that everyone is satisfied

– Sending e-mail messages– Sending postal ("snail mail") messages if necessary– Sending fax messages– Telephone calls

Communicating the Plan• Use oral presentations and presentation

aids, including:– Presentation software – Overhead projection– Whiteboards– Easel and poster paper– Charts – Published handouts

Leading Discussions• Strategies leaders use to manage a

meeting:– Make introductions– Recall past business– Create a list of action items, including

timelines– Monitor time– Ensure proper discussion focus– Handle heated discussions– Distribute minutes

Considering Technical and Non-Technical Concerns

• Leaders can ensure communication by:– Regularly asking if anyone has questions– Asking team members to summarize their

understanding of decisions– Asking a third party to deliver a summary of

progress– Writing regular updates about the project

Developing the Site• As your team develops the site, you will

be engaged in various activities:– Creating markup code– Testing functionality– Approving the site– Publishing the site

Testing Pages in Multiple Browsers

• As you develop Web pages, test them using multiple Web browsers

• Different generations of the same browser may interpret HTML somewhat differently

• Browser vendors also implement standards differently

• Browser types include:– Microsoft Internet Explorer– Mozilla Firefox– Google Chrome– Opera– Lynx

Publishing the Site• To publish a site, you need to know:

– The IP address and/or DNS name of the site– User name and authentication information– The destination directory (i.e., folder) on the

Web server– Space requirements– The protocol you will use to upload the site

• Working with service providers– Internet Service Providers (ISPs) – Application Service Providers (ASPs)

Managing the Site• When managing a site, you must be

prepared to:– Create new content– Update dead links– Remove old sites– Remove unused pages– Ensure connectivity– Report access troubles – Process feedback from customers and

stakeholders

Obtaining Feedback• Your Web team must process various

types of feedback• Feedback can come from various sources• Ways to obtain quality feedback

– Providing Web forms on the site that ask for customer input

– Conducting surveys in person– Conducting surveys via e-mail

Intellectual Property• A unique product or idea created by an individual or organization

– Generally has commercial value• Never "borrow" content without express, written consent• Review copyright and trademark issues (e.g., trade secrets,

licensing, infringement, plagiarism)• Understand copyright scope, reach and time limits• Consider ethical issues of copyright and plagiarism• Avoid copyright infringement, trademark infringement and

plagiarism by:– Reviewing content– Obtaining express, written consent– Creating reasonable deadlines

Outsourcing• Increasingly, Web development work (including

site design) is being outsourced to workers in remote locations– May save the company money– May require you to work with remote workers

• As you use and work with remote teams, you may have to obtain:– Non-Disclosure Agreements (NDAs)– Legal consultation

Lesson 2 Summary

Discuss the history of markup languagesDistinguish between HTML and XHTMLIdentify HTML and XHTML flavorsExplain the value of universal markupDemonstrate knowledge of Web site

development principlesPlan Web site development