Web-Analytics (5 cr)

Code: HBD30300-3002

General information

Timing: 28.08.2020 - 30.12.2020
Implementation has ended.

Number of ECTS credits allocated: 5 cr

Local portion: 0 cr

Virtual portion: 5 cr

Unit: School of Business

Campus: Main Campus

Teaching languages: Finnish

Seats: 0 - 30

Degree programmes: Bachelor's Degree Programme in Tourism Management

Teachers: Henna Siltanen; Teemu Laitinen

Groups: ZJA20SMRD
Avoin amk, LIKE, Majoitus- ja ravitsemisalan esimiehen työkalut, korkeakouludiplomi

Course: HBD30300

No reservations found for realization HBD30300-3002!

Evaluation scale

0-5

Objective

The student understands the company's overall strategic planning and its components, and how social media is associated with strategies. The student is able to manage goals in business plans, whose performance is measured by analytical methods. Students master the most important free web and social media programs and have a vision of commercial applications that can be used in different analysis sites.

Content

The starting point for the business is a business plan, implementation of which is monitored by analytical programs. Strategic planning: business concept, business idea, strategies, annual plans. Strategy creation and goal/aim setting: aim/goal/objective requirements (SMART). The relationship between goals and means and their operationalization as measurable goals (strategic plans for web sites and social media). The logic of goals and conversion points, coupling to buying and selling funnels, and the role of social media in the purchase line / sales funnel.
Analytical methods: web pages (Google Analytics), social media (Facebook: Insights, LinkedIn: Analytics, Twitter: Analytics: Instagram: Analytics: Pinterest, Snapchat :) and commercial analysis programs. Interpretation of the results and implementation of marketing decision making.
Additionally: website usability analyzes, (SEO) search engine optimization tools, and content management tools / analysis software.

Materials

Expert articles, application websites, lecturer's literature.

Completion alternatives

Lectures, exam (60%) and exercises (40%).

Student workload

35 h lectures, 60 h , 40 h exercises

Assessment criteria, satisfactory (1)

5 The student knows how to evaluate the goodness of web pages and is able to utilize analytics in optimization
4 The student is able to utilize optimization and analytics in theory well
3 The student is able to utilize analytical methods and optimize satisfactorily
2 The student knows the analytics and optimization of applications
1 The student understands the importance of optimization in web traffic.

Qualifications

Digimarketing, social media marketing. An adequate number of digital marketing and social media marketing studies.

Further information

Participation in the study module requires digital marketing and social media courses. As a separate course, the course can not be completed without basic knowledge.