Web Analytics (5cr)

Objective

The object of the course
The object of the course is that you know the key concepts and methods of web analytics. You master the most common web analytics tools and recognize the economic significance of web analytics for a company. You are able to do practical web analytics under supervision and gain the skills to work in a company's web analytics tasks.

Course competences

Business competence
The student knows the central theories related to this specialisation option. The student possess at least an advanced beginner’s skills in the practical tasks of the specialisation option.

The learning objectives of the course
After the course you know the key concepts and methods of web analytics. You master the most common web analytics tools and recognize the economic significance of web analytics for a company. You are able to do practical web analytics under supervision and gain the skills to work in a company's web analytics tasks.

Content

Website analysis methods
Search engine advertising analysis methods
Social media advertising analysis methods
Email marketing analysis methods

Assessment criteria, satisfactory (1)

Sufficient 1
You know the key concepts and methods of web analytics. You are able to do simple website visitor analysis and recognize the economic significance of web analytics for a company. You are able to do practical web analytics under super-vision.

Satisfactory 2
You understand the key concepts and methods of web analytics. You are able to give simple development suggestions based on website visitor analysis. You un-derstand the economic benefits of web analytics. You are able to independently do simple practical web analytics.

Assessment criteria, good (3)

Good 3
You understand the key concepts and methods of web analytics and their con-nections to each other. You are able to do in-depth web analytics and give in-depth development suggestions based on website visitor analysis. You analyze the economic benefits of web analytics. You are able to independently do practical search engine marketing.

Very good 4
You understand the key concepts and methods of web analytics and their con-nections to each other. You are able to do in-depth web analytics and give in-depth development suggestions based on website visitor analysis. You analyze the economic benefits of web analytics. You are able to independently do and develop practical web analytics based on the results.

Assessment criteria, excellent (5)

Excellent 5
You understand the key concepts and methods of web analytics and their con-nections to each other. You are able to do in-depth web analytics and give in-depth development suggestions based on website visitor analysis. You analyze the economic benefits of web analytics. You are able to independently perform and develop the practical web analytics of the target company based on the results. You present well-founded development proposals targeted at the com-pany's needs.