Course Syllabus

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Course Information
(course number, course title, term, any specific section title)

Course Prefix, Number, Section: MKT 6352.001

Course Title: Marketing Web Analytics and Insights

Term: Spring 24

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Professor Contact Information
Professor Guido Tirone
Office Phone 972-883-5036
Email Address [email protected]
Office Location 800 West Campbell Road, SM32,Office 13.303

Course Syllabus Page 1

Office Hours Wednesday 3pm-4pm by appointment
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Course Pre-requisites, Co-requisites, and/or Other Restrictions
(including required prior knowledge or skills)
None
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Course Description
Marketing Web Analytics and Insights (3 semester credit hours). The course
covers the essential concepts of applying web analytics to digital marketing
activities. We will discuss many of the best practices in web analytics such as
metrics, events, campaigns, and reports. We will also begin to cover some of the
advanced techniques, such as the setup and implementation of funnels and
segments, tag management. Special emphasis is on business driven insights
and developing actionable business recommendations. The course uses different
web analytics platforms, some with transactional data-sets.
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Student Learning Objectives/Outcomes
1. Understand the value of web analytics data and how it can be leveraged
across all digital marketing functional teams.
2. Understand basic concepts from web analytics such as KPI’s, funnels and
product analysis
3. Know how web analytics tags are deployed & implemented
4. Learn how to pull and interpret all the standard reports from the Adobe &
IBM Coremetrics Digital Analytics platform and use those reports to provide
actionable insights and recommendations to a business.
5. Take the Google Analytics Exam
6. Complete to Adobe Projects and exam to demonstrate knowledge and
proficiency of the tools.
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Required Textbooks and Materials
None
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Suggested Course Materials
None
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Assignments & Academic Calendar
(Topics, Reading Assignments, Due Dates, Exam Dates)

Course Syllabus Page 2

 WEEK/ ASSESSMENT DUE
TOPIC/LECTURE
DATES / ACTIVITY DATE

1 Introduction to Web
Analytics
1/17

2 Adobe Theory &

Reporting Basics
1/24

3 Metrics & KPI

2/7

Quiz 1 2/14
4 Digital Marketing
2/14

5 Visitor Information &

Other Reports
2/21

6 Visualizations,
Metrics Builder &
2/28
Breakdowns

Quiz 2 3/6
7 Report Builder,
Workspace & Excel
3/6
Analysis

8 Segment Builder &

Debugger
3/20

3/27
9 Adobe Review for Quiz 3
Module Exam
3/27

Course Syllabus Page 3

 Module Exam 4/3
10 Module Exam –
Adobe Analytics
4/3

11 Google Analytics Part

I
4/10

12 Google Analytics Part

II
4/17

13 Google Analytics Part

4/24 III

5/1
14 Group Project Group Project
Presentations due
5/1

5/8
15 Final Exam proof Google
Google analytics (No Analytics
5/8
In Class Final) Individual
Qualification
Due

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Grading Policy
(including percentages for assignments, grade scale, etc.)

39% Adobe Exam

33% Marketing Analytics Project
22% Quizzes
6% Google Analytics IQ Certification

Overall Course Total Letter Grade

92-100 A
90-91 A-
87-89 B+
81-86 B
79-80 B-
76-78 C+

Course Syllabus Page 4

 69-75 C
Less than 69 F

F
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Course & Instructor Policies
(make-up exams, extra credit, late work, special assignments, class attendance, classroom
citizenship, etc.)

Make-up exams
Permitted only with a written doctor’s excuse or under an extreme personal
situation, as detailed in the Exam section above.

Late Work
Accepted, with a penalty of 10% penalty per each day of lateness.

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Class Materials
The instructor may provide class materials that will be made available to all
students registered for this class as they are intended to supplement the
classroom experience. These materials may be downloaded during the course,
however, these materials are for registered students' use only. Classroom
materials may not be reproduced or shared with those not in class, or uploaded
to other online environments except to implement an approved Office of Student
AccessAbility accommodation. Failure to comply with these University
requirements is a violation of the Student Code of Conduct.
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Class Attendance

The University’s attendance policy requirement is that individual faculty set their
course attendance requirements. Regular and punctual class attendance is
expected. Students who fail to attend class regularly are inviting scholastic
difficulty. In some courses, instructors may have special attendance
requirements; these should be made known to students during the first week of
classes.
________________________________________________________________

Course Syllabus Page 5

Class Participation
Regular class participation is expected. Students who fail to participate in class
regularly are inviting scholastic difficulty. A portion of the grade for this course is
directly tied to your participation in this class. It also includes engaging in group
or other activities during class that solicit your feedback on homework
assignments, readings, or materials covered in the lectures (and/or labs). Class
participation is documented by faculty. Successful participation is defined as
consistently adhering to University requirements, as presented in this syllabus.
Failure to comply with these University requirements is a violation of the Student
Code of Conduct.
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Class Recordings

Students are expected to follow appropriate University policies and maintain the
security of passwords used to access recorded lectures. Unless the Office of
Student AccessAbility has approved the student to record the instruction,
students are expressly prohibited from recording any part of this course.
Recordings may not be published, reproduced, or shared with those not in the
class, or uploaded to other online environments except to implement an
approved Office of Student AccessAbility accommodation. Failure to comply with
these University requirements is a violation of the Student Code of Conduct.

NOTE: if the instructor records any part of the course, then the instructor
will need to add the following syllabus statement:

The instructor may record meetings of this course. These recordings will be
made available to all students registered for this class if the intent is to
supplement the classroom experience. If the instructor or a UTD
school/department/office plans any other uses for the recordings, consent of the
students identifiable in the recordings is required prior to such use unless an
exception is allowed by law.
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Off-campus Instruction and Course Activities
(Below is a description of any travel and/or risk-related activity associated with this course.)

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Comet Creed
This creed was voted on by the UT Dallas student body in 2014. It is a standard
that Comets choose to live by and encourage others to do the same:
“As a Comet, I pledge honesty, integrity, and service in all that I do.”
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Academic Support Resources

Course Syllabus Page 6

The information contained in the following link lists the University’s academic
support resources for all students.
Please see http://go.utdallas.edu/academic-support-resources.
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UT Dallas Syllabus Policies and Procedures

The information contained in the following link constitutes the University’s policies
and procedures segment of the course syllabus. Please review the catalog
sections regarding the credit/no credit or pass/fail grading option and withdrawal
from class.

Please go to http://go.utdallas.edu/syllabus-policies for these policies.

The descriptions and timelines contained in this syllabus are subject to change at
the discretion of the Professor.

Course Syllabus Page 7