Web Design & Analytics

Go beyond concepts and definitions to challenge prevalent thinking about the field and provide a guide to implementating a successful web site and web analytics strategy. The first part of the course includes designing and building a website. Students will learn the process of Web Design, and Creating/ Organising Content. The second part of the course is the study of Web Analytics. Students will track referral sources, improve web design/content and identify visitor preferences.The focus of the 2nd part of the course will be to move beyond clickstream analysis, and focus on qualitative data to gain more insights and techniques that will develop a customer-centric mindset without sacrificing a company's bottom line. Students will exam the pros and cons of data collection methodologies, and the key ingredients of a great experimentation and testing platforms. Students will examine:- Tracking, Traffic Source Analysis, Lead Generation Metrics, Branding Metrics and Keyword Analysis); - Reporting: (Visitors, Traffic, Content); and - Optimising Websites (Targeting marketing campaigns around location, site, time of day, keyword position and tips).This module includes a practical component, which requires the student to be equipped with an appropriate laptop.