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Establishment
Language of instruction
English
Teaching content
MARKETING
This course occurs in the following program(s)
MSc in Digital Marketing & CRM
- Crédits ECTS: 2.00
Training officer(s)
R.Sanders
Stakeholder(s)
Rob Sanders
Présentation
Prerequisite
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.
Goal
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
- 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
Presentation
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.
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.
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 16,00 | ||
| Autoformation | |||
| E-Learning | 4,00 | ||
| Recherche | 4,00 | ||
| Travail personnel | |||
| Group Project | 26,00 | ||
| Overall student workload | 50,00 | ||
Evaluation
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.
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.
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Contrôle continu | |||
| Participation | 0,00 | 0 | 20,00 |
| Examen (final) | |||
| Examen écrit | 0,00 | 0 | 30,00 |
| Autres | |||
| Projet Collectif | 0,00 | 0 | 40,00 |
| exposé | |||
| exposé | 0,00 | 0 | 10,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
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. -