Course instructor: Mu Lin
Twitter: @mututemple (Digital Journalism)
Email: mlin@mulinblog.com
Websites: Sign up/Log in http://www.mulinblog.com/mooc
Blog http://www.mulinblog.com
Facebook page: https://www.facebook.com/mulinblogjschool
Welcome to MulinBlog Online J-School, an ongoing initiative to build a learning community for people seeking free training in digital content skills such as web writing, audio slideshow storytelling, mobile audio/video storytelling, data visualization, web metrics and more.
ABOUT THIS COURSE
This course is designed for people who want to acquire working knowledge of Google
Analytics. Students will learn key terms of web metrics, how to navigate the Google
Analytics interface, how to understand key reports, and action strategies for various job roles.
HOW THIS CLASS WORKS
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This course consists of three weekly modules; in each weekly module, there are readings, quizzes, assignments and class discussions.
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There is no required textbook for this course. This course makes use of selected online articles/tutorials as lesson materials.
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You will have access to the Google Analytics account of MulinBlog and use the real data to experiment with skills discussed in class.
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For a satisfying learning experience for both you and your classmates, we ask that you work on the assignments and actively participate in class activities.
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A course completion certificate will be issued to students who satisfactorily complete all the required coursework.
WEEKLY SCHEDULE
Course structure and contents will be updated periodically to reflect the best and most up-to-date industry practices. (Last updated in May 2015)

Week 1: The basics of web metrics and Google Analytics
Learning objectives: After finishing this module, students will be able to:
 tell basic web analytics approaches
 describe how Google Analytics works
 explain key web metrics terms
Class activities: study the lesson; take a quiz; participate in discussions.
Week 2: How to navigate Google Analytics
Learning objectives: After finishing this module, participants will be able to
 navigate the GA interface
 explain contents in major reports
 find and display desired stats
Class activities: study the lesson; take a quiz; participate in discussions; work on assignments.
Week 3: How to act on GA reports
Learning objectives: After finishing this module, participants will be able to
 tell key performance indicators for various job roles
 analyze a key performance indicator and discuss how to improve it
 segment stats for custom reporting
Class activities: study the lesson; take a quiz, participate in discussions; work on assignments.