Yarmouk University
Faculty of Business
Marketing Department
Document Approval Date
Document Code
AP01-PR05
Course Syllabus
Department: Marketing
Official Stamp:
Course Identification
Course Name: Web Marketing Metrics and
Analysis
Course Code and Number: MKT630
Number of Credit Hours: 3
Semester: Second Semester 2023/24
Course Status: Active
Teaching Language: English
Pre-requisite: N/A
Course Coordinator: Dr. Saleh Bazi
General Information
☐ Online
☐ Blended
Teaching Method
☒Face-to-Face
Course Description
The Internet and web applications have radically altered almost
every facet of our everyday routines. Marketing professionals have
switched their focus to the digital realm. This module aims to
educate students on the significance of web analytics in digital
marketing and teach them how to use web analytics tools to track
the efficacy of web-based marketing campaigns. This course
familiarizes students with web analytics, emphasizing the strategic
use of numerical data in the digital realm. The aim is to establish the
necessary groundwork for implementing data analytics in the
practical issues faced by marketers on a daily basis. It emphasizes
the skills and practical capabilities that analysts require to thrive in
the contemporary digital business environment.
Course Objectives
This course aims to help students recognize the role of web analytics
within the digital marketing landscape, and practically apply web
analytics tools and technologies and to monitor performance of web
based marketing activities. Topics to be covered are likely to include,
marketing analytics and data management, explore and visualizing
data patterns, analytical methods for supervised learning, analytical
methods for unsupervised learning, and emerging analytical
approaches, introduction to web analytics and web data driven
marketing, web server log analysis, web metrics and key web
performance Indicators, web monitoring and trends analysis,
Dashboard design, Navigation analysis, Google Analytics, and Future
trends of web analytics.
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Yarmouk University
Faculty of Business
Marketing Department
Document Approval Date
Course Learning Outcomes
(CLOs)
Document Code
AP01-PR05
Course Syllabus
After completing this course, students should be able to:
CLO1: Demonstrate a systematic understanding of the role of web
analytics within the digital marketing landscape.
CLO2: Demonstrate a comprehensive understanding of the strategic
and operational aspects of Web analytics tools and technologies and
how Web analytics can influence and create new marketing levers.
CLO3: Demonstrate creativity in the application of
web/social/mobile analytics platforms to monitor and track of webbased marketing activities.
CLO4: Critically apply web intelligence to improve the outcomes of
marketing or business plans within the context of the modern
business and its international context.
CLO5: Plan work and study independently.
CLO6: Obtain all the required data analytical certification (Google
Analytics 4 and HubSpot Marketing Analytics and Dashboard
Software).
CLO7: apply digital marketing cases on variety of software; SQL Lite,
IBM Cognos, Tableau, Rapid Miner, Data Robot, Python, and
Pollinode.
Mapping Course Learning Outcomes CLOs to Program Learning Outcomes PLOs
PLO1
PLO2
X
X
PLO4
PLO5
CLO3
X
X
CLO4
X
X
CLO1
CLO2
X
PLO3
PLO6
X
CLO5
CLO6
CLO7
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PLO7
X
X
X
X
X
X
Yarmouk University
Faculty of Business
Marketing Department
Document Approval Date
Document Code
AP01-PR05
Course Syllabus
Assessment Methods
Assessment Type
Date and Time
Assessment Method
Mark (%)
CLOs
24/04/2024 15:30 – 17:00
Essay Exam
20%
1,2,7
Activity (1)
09/03/2024 15:30 – 15:45
Written report
5%
1,2,3,5,7
Activity (2)
23/03/2024 15:30 – 15:45
Data visualization
5%
1,2,3,5,7
Activity (3)
06/04/2024 15:30 – 15:45
Supervised Modeling
and written report
5%
1,2,3,5,7
13/04/2024 15:30 – 15:45
Unsupervised
Modeling and written
report
5%
1,2,3,4,5,7
20/04/2024 15:30 – 15:45
Sentiment analysis
and network
structure – written
report
5%
4,5,7
22/05/2024 –
15:30
Assignment + video
presentation
20%
4,5,6,7
01/05/2024
Certifications by
Google Analytics 4
and HubSpot.
10%
6,7
Essay Exam
25%
1,2,3,4,6,7
Midterm Exam
Activities*
Activity (4)
Activity (5)
Activity (6)
Training
Final Exam
Web
Analytics
15/06/2024 –
15:30 – 17:00
*The instructor must choose at least three activities from the following: quizzes, assignments, projects, videos, discussions, etc.
Course Contents, Schedule, and Instruction Methods
Week
Week 1
Week 2
Course Content
Instruction Method**
Introduction to the course
Face-to-Face
Chapter 2: Data Management
Face-to-Face
Chapter 1: Introduction to Marketing Analytics
Chapter 3: Exploratory Data Analysis Using Cognitive
Analytics
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Yarmouk University
Faculty of Business
Marketing Department
Document Approval Date
Course Syllabus
Document Code
AP01-PR05
Course Contents, Schedule, and Instruction Methods
Week
Week 3
Week 4
Week 5
Week 6
Week 7
Course Content
Instruction Method**
Chapter 4: Data Visualization
Face-to-Face
Chapter 6: Neural Networks
Face-to-Face
Chapter 8: Cluster Analysis
Face-to-Face
Chapter 10: Natural Language Processing
Face-to-Face
Chapter 5: Regression Analysis
Chapter 7: Automated Machine Learning
Chapter 9: Market Basket Analysis
Chapter 11: Social Network Analysis
Chapter 12: Fundamentals of Digital Marketing Analytics
Chapter 13: Digital Marketing KPIs, Strategy,
Week 8
Ecosystems, Governance, and More
Face-to-Face
Face-to-Face
Chapter 14: The Evolution of Digital Analytics and the
Internet
Chapter 15: The Growth and Relevance of Social Media
Week 9
in Analytics and Digital Marketing
Face-to-Face
Chapter 16: Data for Digital Marketing Analytics
Chapter 17: Social Media Analytics for Digital Marketing
Week 10
Chapter 18: Action, Hyperlink, and Mobile Analytics in
Face-to-Face
Digital Marketing
Week 11
Week 12
Week 13
Week 14
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Chapter 19: Advanced AI and Algorithms
Face-to-Face
Chapter 21: Advanced Web Analytics and Web
Face-to-Face
Chapter 22: Aligning Digital Marketing With Business
Face-to-Face
Chapter 23: Deriving Strategic Insights and “Digital
Face-to-Face
Chapter 20: Basic Web Analytics and Web Intelligence
Intelligence
Strategy
Value” From Digital Marketing Analytics
Yarmouk University
Faculty of Business
Marketing Department
Document Approval Date
Course Syllabus
Document Code
AP01-PR05
Course Contents, Schedule, and Instruction Methods
Week
Course Content
Week 15
Assignment presentation.
Week 16
Final Exam Week
Instruction Method**
Face-to-Face
**Instruction method is as follows:
• Face-to-Face course: Face-to-face class
• Online course: Interactive synchronous or asynchronous
• Blended course: Face-to-face or Online (synchronous or asynchronous)
Main Textbook and References
Main Textbook
Hair, J. F., Harrison, D. E., & Ajjan, H. (2022). Essentials of Marketing Analytics.
McGraw-Hill.
Feroz,A., Khan, G., & Sponder, M. (2024). Digital Analytics for Marketing.
Routledge.
Other References
Articles will be delivered to students’ e-learning platform.
Policies and Instructions***
Regular class attendance and class participation are necessary for
successful completion of the course. A student whose absence
Attendance
exceeds (15%) of lectures will be dismissed according to the
university's regulations. Absence from any exam without a valid
and acceptable excuse will be marked as zero.
You have the responsibility to contribute toward your learning.
Expected contributions include preparing the topics, arriving to
Activities
class on time with assignments completed, observing the general
rules of conduct in the class, participate in discussions and posing
questions when you feel you do not adequately understand.
Late Submission
Late submission of assignments will not be accepted.
Exams
Two exams: midterm exam and final exam.
Honesty and integrity are underlying foundations in the
academic community. Plagiarism, cheating, or other forms of
academic violations are not acceptable under all
circumstances.
Cheating and Plagiarism
• Plagiarism is taking someone else’s intellectual
work and presenting it as one’s own. All work that
you present should be your own. Quoting,
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Yarmouk University
Faculty of Business
Marketing Department
Document Approval Date
Course Syllabus
Document Code
AP01-PR05
reviewing or citing ideas in other's works, whether
hard or electronic publications, should be
referenced properly.
• Cheating is consulting any materials during a test
without the instructor’s permission
Based on YU By-laws, disciplinary actions are taken toward students
who violate academic integrity and general conduct, depending on
the severity of the case.
***For more information, please see the student handbook.
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