Web-analytics

Major: Marketing
Code of subject: 7.075.04.O.043
Credits: 4.00
Department: Marketing and Logistics
Lecturer: PhD, associate professor, Nazar V. Fihun
Semester: 1 семестр
Mode of study: денна
Learning outcomes: To know and be able to apply in practice modern principles, theories, methods and practical techniques of marketing. Plan and conduct their own research in the field of marketing, analyze its results and justify the adoption of effective marketing decisions in conditions of uncertainty. Be able to develop a strategy and tactics of marketing activities, taking into account the cross-functional nature of its implementation. Substantiate marketing decisions at the level of a market entity using modern management principles, approaches, methods, techniques. Carry out diagnostics and strategic and operational marketing management for the development and implementation of marketing strategies, projects, and programs. Collect the necessary data from various sources, process and analyze their results using modern methods, and specialized software. Be able to use software for setting up effective promotion of goods and services on the Internet. Understand the essence and be able to generate visual and textual material that best meets the expectations of the consumer of the company's product or service. Ability to plan and implement cross-platform coordination of marketing communications on the Internet. Ability to provide (purchase) services using information and communication technologies of the global Internet network. Clear and unambiguous communication of one's own conclusions, as well as the knowledge and explanations that substantiate them, to specialists and non-specialists, in particular, to students. Use of foreign languages in professional activities. Responsibility for developing professional knowledge and practices, assessing strategic development of the team. Ability to further study that is largely autonomous and independent.
Required prior and related subjects: E-commerce Management; Blogging and Remarketing E-commerce Management; Blogging and Remarketing
Summary of the subject: Expanding the range of online store by identifying the most popular product categories; determine the causes of inefficiency conversion pages and their processing to improve; complete collection of statistical information on the behavior of users and their individual groups; Tracking the effectiveness and efficiency of work for each of the marketing channels; the improvement of strategies of budget expenditures reduction by reallocating resources to more profitable areas of work; The concept of conversion and decreasing of bounce rates, that will allows to get more sales and increase the average check, even at the same level of attendance; the analysis of tools for data collection on the level of website traffic.
Assessment methods and criteria: Current control (50%): tasks solution at seminar and laboratory lessons, oral questioning; Final assessment (50% exam): exam control work.
Recommended books: 1. Vishaw Deepak (2020) The Tools and Modules of Digital Marketing: A definitive guide to learning the art of digital marketing for beginners. – 164 p. 2. Valliappa Lakshmanan, Jordan Tigani - Google BigQuery - The Definitive Guide: Data Warehousing, Analytics, and Machine Learning at Scale (2019); 3. Andy Schmitz (2012) Online Marketing Essentials (v. 1.0). Unnamed Publisher; 4. Qingyu Zhang (2011) Visual analytics and interactive technologies: data, text, and web mining applications. Information Science Reference; 5. Scott La Counte - The Ridiculously Simple Guide to Google Analytics / The Absolute Beginners Guide to Google Analytics (2019); 6. Himanshu Sharma (2021) Attribution Modelling in Google Analytics and Beyond, Blurb Publishing. – 480 p.; 7. Avery Swartz (2020) See You on the Internet: Building Your Small Business with Digital Marketing, ?Page Two Publishing. – 216 p.