mkt448 | undergraduate

Web Analytics For Digital Marketing

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This course prepares students to understand the appropriate web analytics technologies associated with digital marketing and the key performance indicators and metrics used to determine performance. After completion of this course, students will be able to determine appropriate key performance indicators, apply analytics to segmented strategies, create web analytics reports, and understand research and testing in social media analytics.

This undergraduate-level course is 5 To enroll, speak with an Enrollment Representative.

Course details:

Credits: 3
Continuing education units: XX
Professional development units: XX
Duration: 5

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    Digital Media Measurement and Evaluation

    • Evaluate web analytics and social analytics strategy.
    • Explain how to measure return on investment.
    • Identify best practices for developing a measurement scorecard.

    Audience Analysis and Engagement Strategy

    • Explain the use of digital analytics for customer acquisition and social relationship management.
    • Explain the importance of audience analysis in digital media.

    Mobile and SRM Analytics

    • Describe best practices for deployment and implementation of digital media strategies.
    • Explain the importance of digital reputation management.
    • Forecast the future of social media listening and digital analytics.

    Digital Media Landscape and Digital Analytics Concepts

    • Describe the digital media landscape and its digital media types.
    • Identify the basic principles, functions, and techniques of social media and web analytics.
    • Explain the relationship between digital and traditional analytics.

    Social Media Listening and Social Media Engagement

    • Describe the components of a digital listening campaign.
    • Identify social media listening tools and their uses.
    • Identify principles and techniques for developing a strategic social media listening program.
    • Describe how global listening is integrated into a strategic digital media plan.
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    Transferability of credit is at the discretion of the receiving institution. It is the student’s responsibility to confirm whether or not credits earned at University of Phoenix will be accepted by another institution of the student’s choice.