Special Topics- Web Analytics for Digital Marketing

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

Campus: 
Amherst
Format: 
Online
Level: 
Graduate
Subject: 
Accounting
Accounting and Finance
Business / Management
Casino Management
Finance
Finance and Operations Management
Sport Management
Number: 
SCH-MGMT 697DM
Semester: 
Spring 2018
Registration Status: 
Open
Registration: 
Monday, November 6, 2017 to Monday, February 5, 2018
Degree Finder Course Finder Request Information 877-MY-UMASS