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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
MSc in Digital Marketing & CRM1S2English
Professeur(s) responsable(s)R.Sanders
Intervenant(s)Rob Sanders

Pré requis

Basic knowledge of marketing management theory (Marketing Management (IESEG II) or equivalent); Prospective marketing professionals, data scientists and entrepreneurs with minimal Google Analytics experience but a basic understanding of online marketing concepts are ideal candidates to benefit from this course.

Objectifs du cours

At the end of the course, the student should be able to :
? Understand the concepts, opportunities and limitations and added value of web analytics for companies with an online presence
? Create a measurement plan to include reporting
? Apply conversions/goals and incorporate key performance indicators
? Integrate Google Analytics into your current marketing efforts
? Understand data points and their impact on your business
? Interpret visitor behavior to your website
? Identify various segments visiting your website
? Understand key metrics in web analytics
? Master basic and advanced functionalities of Google Analytics
? Know how to deploy web analytics for conversion optimization
? Understand the role and significance of social media analytics

Contenu du cours

The ability to apply web analytics is quickly becoming a specialized and sought after discipline with online businesses throughout the world. It requires technical skills and an analytical mindset. When used effectively, it can be vital to company’s online success.

The primary objective of this course is to provide students with the knowledge and tools needed to apply the measurement, collection and analysis of data to determine the key drivers of a website’s traffic and to then optimize that website's performance. To achieve this objective we will take a deep dive into Google Analytics and supporting platforms Google Tag Manager and Data Studio in order to understand the impact these tools can have on a website’s success.

The class will provide enough knowledge and insight to assist students in obtaining a Google Analytics Individual Qualification.

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent work
Independent study
Group Project26,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Presentation
  • Project work
  • Interactive class
  • Case study


Students will elaborate real-life projects involving setting up, monitoring and analyzing in the context of real web sites. Their will be student group presentations which, together with the group project, will be used as a majority basis for student evaluation.

A secondary part of assessment involves continuous evaluation based upon class involvement, and interactivity.

A tertiary form of assessment will be the Google Analytics Individual Qualification exam.

Type de ContrôleDuréeNombrePondération
Continuous assessment
Final Exam
Written exam0,00130,00
Group Project0,00140,00
TOTAL     100,00


  • Stokes, R., 2014, eMarketing – The essential guide to digital marketing (5th Edition), Quirk. -

    It serves both as a great introduction to and overview of the various strategies to perform Internet marketing. The book can be downloaded free of charge via (registration required).

  • Tonkin, S., Whitmore, C. and Cutroni, J., 2011, Performance Marketing with Google Analytics, Wiley. -

Ressources internet

* Informations non contractuelles et pouvant être soumises à modification
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