Singapore University of Social Sciences

The objective of MKT554 Consumer Insights with Google Analytics is to equip students with practical skills in digital analytics via Google Analytics platform. Google Analytics, the Google marketing platform, allows business to use tools to form a deeper understanding of their customers in one place. In this course, students will be introduced to the foundations of Google Analytics. Specifically, we will demonstrate how to create an account, implement tracking code, and set up data filters. Students will learn how to navigate the Google Analytics interface and dashboards reports for analysing basic Audience, Acquisition, and Behaviour reports. Along the 3-week course, students are also prepared and encouraged to take the Google Analytics Individual Qualification (GAIQ) certificate. The course follows a seminar-practical format that students are advised to bring their laptops to have a hands-on experience. By completing this course, the students will be well on their way to develop advanced marketing tools to analyse and optimize results that suppports decision making in digital marketing.