MKTM808:WEB DESIGN AND ANALYTICS

L:3 T:1 P:0 Credits:3

Course Outcomes: Through this course students should be able to

CO1 :: describe various fundamental concepts, tools, and learning paths for web design

CO2 :: trace the best way to approach Conversion Rate Optimization (CRO)

CO3 :: construct and execute an omni-channel digital marketing strategy around data driven
insights collected via analytics
CO4 :: compare key measurement metric and key performance indicators to measure success

Unit I
Web design and website optimization : building online presence, setting up Google My Business,
types of website, key elements of a website, main pages of a website, Conversion Rate Optimization
(CRO), website designing, gamification in SEO
Unit II
User centered design and website optimization : UX versus UI, UX and UI principles, assess UX,
improve UX, AI and SEO
Agile thinking : importance and application of agile thinking, using the ‘Test and Learn’ approach,
applying the agile concept of ‘MVP’
Unit III
Website metrics : evaluate a website, Hotjar heatmaps, A/B testing with Google optimize, website
hosting and setting up on WordPress, setting up Google Tag Manager
Unit IV
Creating and configuring a Google analytics account : web analytics fundamentals, setting up a
Google analytics account, key settings, linking accounts, setting up a Google Analytics Demo account
Settings goals with Google analytics : setting goals, goal types, goal funnels

Unit V
Monitoring campaigns with Google analytics reports : key reports, audience report, acquisition
report, Google Ads report, behaviour report, events report, conversions report, multi-channel funnels
report
Unit VI
Analyzing and recording Google analytics data : analyzing data, realtime and dashboards,
custom reports, annotations, segments, customization and tracking data

Text Books:
1. WEB DESIGN AND ANALYTICS by DIGITAL MARKETING INSTITUTE, MILES PUBLICATIONS
PRIVATE LIMITED
References:
1. THE ART OF DIGITAL MARKETING: THE DEFINITIVE GUIDE TO CREATING STRATEGIC,
TARGETED, AND MEASURABLE ONLINE CAMPAIGNS by IAN DODSON, WILEY
2. FUNDAMENTALS OF DIGITAL MARKETING by PUNEET BHATIA, Pearson Education India

Session 2023-24 Page:1/1