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The University of Massachusetts Amherst

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

Spring 2021

Feb 1, 2021 - May 4, 2021
Jennifer Meunier
Base Cost: $2,700 ($900/credit)
Term Fee: $47
Start date: Feb 01, 2021
End date: May 04, 2021
Last day to add: Feb 12, 2021
Last day to drop: Feb 12, 2021
Last day to withdraw: Mar 29, 2021