In this fast-paced and increasingly digitised world, web analytics serves as one of the most important tools for marketers to understand users’ online behaviour in order to better engage with their target consumers through digital content marketing.This module equips students with the skills and knowledge to analyse and optimise website performance with the use of web analytics software. Students will learn to plan and measure the effectiveness of online marketing campaigns and make recommendations for improvement. They will use various strategies for Search Engine Optimization (SEO) analysis to drive more organic search results.
Credit Units: 5
Presentation Pattern: Every January
E-Learning: BLENDED - Learning is done MAINLY online using interactive study materials in Canvas. Students receive guidance and support from online instructors via discussion forums and emails. This is supplemented with SOME face-to-face sessions. If the course has an exam component, this will be administered on-campus.