Web Analytics in Media Projects

Major: Social Communication and Information Activities
Code of subject: 6.029.04.E.097
Credits: 4.00
Department: Social Communication and Information Activities
Lecturer: Associate Professor Solomiia Fedushko
Semester: 6 семестр
Mode of study: денна
Learning outcomes: • PCP 2.8. Ability to provide development and maintenance of business structures sites. • KN 1. Know and understand the scientific principles of organization, modernization and implementation of new technologies in social communications and information activities. • KN 12. Apply modern methods and technologies of automated information processing, formation and use of electronic information resources and services. • SK 2. Apply knowledge and understanding to solve problems of synthesis and analysis in systems that are characteristic of the chosen specialization. • SK 9. Combine theory and practice, as well as make decisions and develop a strategy for solving the problems of the specialty (specialization), taking into account universal values, social, state and industrial interests. • COM 2. Ability to use a variety of methods, including information technology, to communicate effectively at the professional and social levels. • A&R.1. Ability to adapt to new situations and make decisions. • A&R.2. Ability to realize the need for lifelong learning in order to deepen the acquired and acquire new professional knowledge.
Required prior and related subjects: • PR-campaign Organization • Analysis and Synthesis of Information
Summary of the subject: The concept of web analytics in media projects. Measurement, collection, analysis, presentation and interpretation of information about visitors to media projects. The main tools of web analytics. Software for web analytics. Web analytics in mobile marketing. Web analytics in social networks. Analysis of the effectiveness of advertising campaigns in media projects. Competitor Analysis using specialized software.
Assessment methods and criteria: • written reports on laboratory work, oral examination (40%); • final control (exam): written, oral form (60%).
Recommended books: 1. Євсєєв О. Створення інтерактивних медіа: навч. посіб. Харків, ХНЕУ ім. С. Кузнеця, 2020. 138 с. 2. Світвуд А. Маркетингова аналітика. Як підкріпити інтуїцію даними. Наш формат, 2019. 152 р. ISBN 978-617-7730-13-1 3. Осовицкая Н. HR #digital #бренд #аналитика #маркетинг. 2019. 400 р. ISBN978-5-4461-1188-6 4. Disinformation, Misinformation, and Fake News in Social Media. Editors: Kai Shu, Suhang Wang, Dongwon Lee, Huan Liu. Springer, Cham, 2020. 288 p. 5. Ahuja R., Lakhanpal A., Kumar S. Social Media Analytics: Techniques, Tools, Platforms a Comprehensive Review. Lecture Notes in Electrical Engineering, vol 698. 2021. Springer, Singapore. https://doi.org/10.1007/978-981-15-7961-5_122