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. Online synchronous sessions available. Students can participate at the times listed or view recorded sessions asynchronously. Limited seats available. Synchronous sessions offered on Tuesday: 1/24, 2/7, 3/7, 3/21, 4/25. Time: 6:00PM - 9:00PM. Part of the Isenberg MBA Program.
ST- Web Analytics/Digital Marketing
Accounting and Finance
Finance and Operations Management
Monday, November 7, 2016 to Monday, January 30, 2017