Curricula

Objective

The object of the course
Having taken the course you know the key concepts of web analytics and understand its impact on a company’s marketing. You plan and implement a development project related to web analytics, considering and assessing the usability of the latest means and tools. You will monitor the performance and effectiveness of the project, making use of the methods of web analytics. During the course, you will take responsibility for your study abilities and personal development. You acquire, process, evaluate and apply knowledge and methods related to web analytics. You utilise the digital environments and tools of web analytics.

Course competences
Proactive development
Internationality and multiculturalism
Learning to learn
Operating in a workplace

The learning objectives of the course
After completing the course, you know the principal concepts and methods of web analytics. You master the most common web analytics tools and recognise the financial significance of web analytics for a company. You are capable of carrying out practical web analytics under guidance and gain the capabilities to work in duties related to web analytics.

Content

Website visitor analysis
Search engine advertising
Website optimisation from the point of view of search engines

Assessment criteria, satisfactory (1)

Adequate 1
You know the principal concepts and methods of web analytics. You are able to prepare a simple website visitor analysis and recognise the financial significance of web analytics for a company. You are capable of carrying out practical web analytics under guidance.

Satisfactory 2
You understand the principal concepts and methods of web analytics. You are able to make simple development proposals based on a website visitor analysis. You understand the financial benefits of web analytics. You are capable of carrying out simple practical web analytics independently.

Assessment criteria, good (3)

Good 3
You understand the principal concepts and methods of web analytics and their relations to one another. You are capable of carrying out in-depth web analytics and make in-depth development proposals based on a website visitor analysis. You analyse the financial benefits provided by web analytics. You are capable of independently conducting practical search engine marketing.

Very Good 4
You are capable of independently conducting web analytics and developing it based on the results.

Assessment criteria, excellent (5)

Excellent 5
You are capable of independently conducting web analytics for the target company and developing it based on the results. You present substantiated development proposals targeted at the company’s needs.