Web Analytics (UE)
Niveau
second cycle Master
Learning outcomes of the courses/module
Within the context of the course, students acquire knowledge relating to the performance measurement of digital marketing campaigns by means of web analysis tools and, based on this, learn to assess the success of a website or campaign or determine existing potential. They are familiar with web analysis tools (e.g. Piwik, Google Analytics) and able to interpret essential reports and key figures and derive suitable measures.
Prerequisites for the course
Module WBW
Course content
Web analytics instruments are practically used on the basis of the theoretical introduction in the lecture Web Analytics. The students get to know to web analytics systems and use measurements and analytics of the most important KPIs.
Recommended specialist literature
- Hassler, M. (2016): Digital und Web Analytics: Metriken auswerten, Besucherverhalten verstehen, Webseiten optimieren. Mitp business
- Krüger, J. (2018): Conversion Boosting mit Website Testing, 2. Auflage. Mitp business.
- Von Heeren, R. (2018): Das Google Analytics Praxisbuch 2018: Professionelle Web-Analyse mit Google Analytics. Webmasters press
- Krüger, J. (2018): Conversion Boosting mit Website Testing, 2. Auflage. Mitp business.
- Von Heeren, R. (2018): Das Google Analytics Praxisbuch 2018: Professionelle Web-Analyse mit Google Analytics. Webmasters press
Assessment methods and criteria
Project work
Language
German
Number of ECTS credits awarded
2
Share of e-learning in %
20
Semester hours per week
1.0
Planned teaching and learning method
Exercise, group work, presentation and task discussion
Semester/trimester in which the course/module is offered
2
Name of lecturer
Prof. (FH) Dr. Wolfgang Reitberger
Academic year
1. year of studies
Key figure of the course/module
WAW.1U
Type of course/module
practice
Type of course
Compulsory
Internship(s)
not applicable