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Обычная версия сайта
04
Апрель

Analytical Tools Expert (Google IQ, Yandex Metrica Expert)

2023/2024
Учебный год
ENG
Обучение ведется на английском языке
3
Кредиты
Статус:
Курс обязательный
Когда читается:
1-й курс, 3 модуль

Course Syllabus

Abstract

This course is aimed to form understanding of Web and Digital Marketing Analytics. This is a beginner level course but even experienced analysts have found it to be effective in reminding them of the process they need to follow. Students will learn the Web Analytics and Digital Analytics process using different tools such as Google Analytics, Yandex Metrica, Google Trends, Yandex Wordstat and so on.
Learning Objectives

Learning Objectives

  • Gain a general understanding of the available digital marketing tools
  • Learn to use a range of analytical tools for business purposes
  • Gain practical skills in creating a simple landing page on the Internet based on ready-made templates
  • Learn the most important marketing metrics in digital marketing
Expected Learning Outcomes

Expected Learning Outcomes

  • familiar with the basics of promotion using digital marketing tools
  • able to use instrument such as Yandex Wordstat, Yandex direct, Yandex metrics, Google analytics
  • familiar the principles of mastering advertising campaigns in Internet
Course Contents

Course Contents

  • 1. Landing page
  • 2. Web site planning
  • 3. Yandex Family
  • 4. Yandex metrica/ Google analytics
  • 5. SMM
  • 6. Organic search, e-mail marketing
  • 7. B2B marketing / CRM systems
  • 8. Digital marketing strategic planning
Assessment Elements

Assessment Elements

  • non-blocking Landing page on Tilda Weight
  • non-blocking Site prototypes
  • non-blocking Plan for Yandex Direct promotion
    Prepare a plan for Yandex Direct promotion (market study, Word Stats)
  • non-blocking Promo campaign in social media
  • non-blocking E-mail campaign
  • non-blocking Strategic Plan Presentation
  • non-blocking Article
    Write an article about product/ brand/ service
  • non-blocking Seminar Questions and Answer
Interim Assessment

Interim Assessment

  • 2023/2024 3rd module
    0.1 * Article + 0.15 * E-mail campaign + 0.1 * Landing page on Tilda Weight + 0.15 * Plan for Yandex Direct promotion + 0.15 * Promo campaign in social media + 0.05 * Seminar Questions and Answer + 0.15 * Site prototypes + 0.15 * Strategic Plan Presentation
Bibliography

Bibliography

Recommended Core Bibliography

  • Linoff, G., & Berry, M. J. A. (2011). Data Mining Techniques : For Marketing, Sales, and Customer Relationship Management (Vol. 3rd ed). Indianapolis, Ind: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=520245

Recommended Additional Bibliography

  • Provost, F., & Fawcett, T. (2013). Data Science for Business : What You Need to Know About Data Mining and Data-Analytic Thinking (Vol. 1st ed). Beijing: O’Reilly Media. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=619895