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Regular version of the site

Analitical Tools Expert (Google IQ; Yandex Metrica Expert)

2020/2021
Academic Year
ENG
Instruction in English
3
ECTS credits
Course type:
Compulsory course
When:
1 year, 2 module

Course Syllabus

Abstract

This course starts at the very beginning and shows you how to get started with Yandex Metrica. We'll go step-by-step through the installation process to get the analytics code on your web pages. We'll also look at the Metrica Dashboard and how you can customize what is displayed using widgets.
Learning Objectives

Learning Objectives

  • Understand and manage the lexicon and key concepts of Digital Marketing
  • Be able to use professional tools for Digital Marketing
  • Learn how to employ Google Analytics for business purposes
  • Get the professional skills to get the professional accreditation Google Analytics Individual Qualification (IQ)
  • Learn how to employ Yandex Metrica for business purposes
  • Get the professional skills to get the professional accreditation Yandex Metrica Certification
  • Further manipulation of the data using Simplified visualization and DataBase Querying
  • Apply research in business studies.
  • Use market-based research designs.
  • Forecast and plan business.
  • Evaluate return and risk in business.
  • Learn to take effective business decisions by considering multiple perspectives.
Expected Learning Outcomes

Expected Learning Outcomes

  • Apply research in business studies
  • Be able to use professional tools for Digital Marketing
  • Evaluate return and risk in business
  • Forecast and plan business
  • Further manipulation of the data using Simplified visualization and DataBase Querying
  • Get the professional skills to get the professional accreditation Google Analytics Individual Qualification (IQ)
  • Get the professional skills to get the professional accreditation Yandex Metrica Certification
  • Learn how to employ Google Analytics for business purposes
  • Learn how to employ Yandex Metrica for business purposes
  • Learn to take effective business decisions by considering multiple perspectives
  • Understand and manage the lexicon and key concepts of Digital Marketing
  • Use market-based research designs
Course Contents

Course Contents

  • Concepts of Digital Marketing
  • Google Analytics for business
  • Yandex Métrica for business
  • Simplified visualization and DataBase Querying
  • Market-based research designs
  • Business forecasting and planning
  • Return and risk evaluation
  • Effective business decisions by considering multiple perspectives
Assessment Elements

Assessment Elements

  • non-blocking Exam
  • non-blocking Google Analytics Individual Qualification (GAIQ) and Yandex Metrica Certification
  • non-blocking In-class Participation
  • non-blocking Project Work
Interim Assessment

Interim Assessment

  • Interim assessment (2 module)
    0.25 * Exam + 0.25 * Google Analytics Individual Qualification (GAIQ) and Yandex Metrica Certification + 0.25 * In-class Participation + 0.25 * Project Work
Bibliography

Bibliography

Recommended Core Bibliography

  • Laursen, G. H. N., & Thorlund, J. (2016). Business Analytics for Managers : Taking Business Intelligence Beyond Reporting (Vol. Second edition). Hoboken, New Jersey: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1367899

Recommended Additional Bibliography

  • Simon, P. (2017). Analytics : The Agile Way. Hoboken, New Jersey: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1548149