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2020-21

Essential Objectives

Web Schedule Spring 2021


Revision Date: 26-Dec-20

Introduction to Web Analytics





Credits:
Semester Dates: Last day to drop without a grade: 02-15-2021 - Refund Policy
Last day to withdraw (W grade): 03-28-2021 - Refund Policy
Not Yet Assigned | View Faculty Credentials
This course has started, please contact the offering academic center about registration

Comments: Flex section - students will work at their own pace to complete course objectives by the end of the term. Contact a CCV advisor for more information about this format.

Browse the Canvas Site for this class.

Course Description:

In this course students will explore the key concepts, diagnostic approaches, techniques and practices of web analytics used to achieve greater return on investment through online marketing initiatives. Drawing from case studies and practical application, students will learn how web analytics can drive higher profits and improve the customer experience. The course will include an overview of technologies such as ad-servers, rich media, bid-management systems, and online research tools with an emphasis on tracking and reporting of web site activity and campaign measurement and testing. Prerequisite: Website Development or Introduction to Computer Science

Essential Objectives:

1. Describe how web analytics fit into the context of the Marketing Mix (The 4 Ps of Product, Place, Promotion, and Price).
2. Identify and demonstrate key web analytics’ performance metrics.
3. Describe and discuss the importance of analyzing web performance metrics.
4. Identify and appraise the shortcomings of popular web performance metrics.
5. Describe and illustrate the importance of web performance metrics and the differences between business-to-consumer (B2C) and business-to-business (B2B) objectives.
6. Demonstrate competence with the use of Google Analytics as a way of tracking web performance.
7. Demonstrate competence with the use of Google Adwords to track the performance of paid advertisements.
8. Examine the differences in measuring PPC (Pay Per Click) and SEO (Search Engine Optimization) performances.
9. Formulate strategies to improve PPC (Pay Per Click) and SEO (Search Engine Optimization) performance.

Textbooks:

Spring 2021 textbook data will be available on December 2. On that date a link will be available below that will take you to eCampus, CCV's bookstore. The information provided there will be for this course only. Please see this page for more information regarding the purchase of textbooks.

Textbooks.

The last day to use a Financial Aid advance to purchase textbooks is the 3rd Tuesday of the semester. See your financial aid counselor at your academic center if you have any questions.

Accessibility Services for Students with Disabilities: CCV strives to mitigate barriers to course access for students with documented disabilities. To request accommodations, please

  1. Provide disability documentation to the Accessibility Coordinator at your academic center. https://ccv.edu/discover-resources/students-with-disabilities/
  2. Request an appointment to meet with accessibility coordinator to discuss your request and create an accommodation plan.
  3. Once created, students will share the accommodation plan with faculty. Please note, faculty cannot make disability accommodations outside of this process.

Academic Honesty: CCV has a commitment to honesty and excellence in academic work and expects the same from all students. Academic dishonesty, or cheating, can occur whenever you present -as your own work- something that you did not do. You can also be guilty of cheating if you help someone else cheat. Being unaware of what constitutes academic dishonesty (such as knowing what plagiarism is) does not absolve a student of the responsibility to be honest in his/her academic work. Academic dishonesty is taken very seriously and may lead to dismissal from the College.

Course description details subject to change. Please refer to this document frequently.

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