Web Analytics for Digital Marketing
SCH-MGMT
This course explores issues in emerging best practices for operating a business in the online environments of today. We will review various digital marketing efforts which generate web traffic (SEO and organic search vs. paid adverting venues, i.e. Google Adwords). Specifically, this course will explore the collection, measurement and analysis of Internet information for the purposes of improving the customer online experience. Use of a demo Google Analytics (GA) account will provide a practical and applied learning environment. Student will work through the analytics reports available in GA and create user specific dashboards. Students will be able to plan, execute and manage a web analytics strategy, including key performance indicators and a measurement plan. No previous programming or technical skills are required.
Course Details
Spring 2024
This class is non-credit
Course Notes
UWW class; $75/term reg. fee + $925/credit. Refunds differ from Univ. day classes; see www.umass.edu/uww/resources/refund-policy.
Open to Online MBA Students and MSBA Students.