This class exists in these courses :
• IÉSEG > MSc in Digital Marketing & CRM > MSc in Digital Marketing & CRM - Semester 2 > 2,00 ECTS

Prerequisites

Basic knowledge of marketing management theory (Marketing Management (IESEG II) or equivalent); Prospective marketing professionals, data scientists and entrepreneurs with minimal Google Analytics experience but a basic understanding of online marketing concepts are ideal candidates to benefit from this course.

Learning outcomes

At the end of the course, the student should be able to:
- Communicate effectively in English (LO1.C)
- Compose constructive personal feedback and guidance (LO4.B)
- Construct expert knowledge from cutting ­edge information (LO5.B)
- Demonstrate an expertise on key concepts, techniques and trends in their professional field (LO7.A)
- Effectively apply in­ depth specialized knowledge to take advantage of contemporary opportunities in their professional field (LO7.C)
- Be a reference point for expertise ­related questions and ambiguities (LO7.D)
- Understand the concepts, opportunities and limitations and added value of web analytics for companies with an online presence
- Integrate Google Analytics into your current marketing efforts
- Master basic and advanced functionalities of Google Analytics

Course description

The ability to apply web analytics is quickly becoming a specialized and sought after discipline with online businesses throughout the world. It requires technical skills and an analytical mindset. When used effectively, it can be vital to company’s online success.

The primary objective of this course is to provide students with the knowledge and tools needed to apply the measurement, collection and analysis of data to determine the key drivers of a website’s traffic and to then optimize that website's performance. To achieve this objective we will take a deep dive into Google Analytics and supporting platforms Google Tag Manager and Data Studio in order to understand the impact these tools can have on a website’s success.

The class will provide enough knowledge and insight to assist students in obtaining a Google Analytics Individual Qualification.

Class type

Class structure

Teaching methods

• Case study
• Interactive class
• Presentation
• Project work

Assessment

Students will elaborate real-life projects involving setting up, monitoring and analyzing in the context of real web sites. Their will be student group presentations which, together with the group project, will be used as a majority basis for student evaluation.

A secondary part of assessment involves continuous evaluation based upon class involvement, and interactivity.

A tertiary form of assessment will be the Google Analytics Individual Qualification exam.

Recommended reading

• Stokes, R., 2014, eMarketing – The essential guide to digital marketing (5th Edition), Quirk. -

  It serves both as a great introduction to and overview of the various strategies to perform Internet marketing. The book can be downloaded free of charge via https://www.redandyellow.co.za/product/textbook-digital/ (registration required).

• Tonkin, S., Whitmore, C. and Cutroni, J., 2011, Performance Marketing with Google Analytics, Wiley. -

Internet resources

• Occam’s Razor by Avinash Kaushik - Digital Marketing and Analytics Blog

• Google Analytics Blog