Course Description

Apply Analytics to Optimize Your Campaigns and Website

Web analytics is arguably one of the most vital aspects of any marketing campaign. This course will help you understand the data we have access to on a daily basis from various websites, social networks, and advertising campaigns to be able to take effective decisions. Not only will you learn what to measure and how to measure it, but you will also discover how to analyze the data and use it to optimize your website and campaigns. You will learn how to pick the right analytics tools for your needs, and will immerse yourself in the world of data.

Course Details

Number of Units: 1.0 graduate level extension credit(s) in semester hours

Who Should Attend: This continuing education course is intended for professionals seeking expand digital marketing skills. Students will obtain the analytical tools to increase brand awareness of company or organization, sales and online customer engagement through content creation strategy.

Course Materials: All materials shared via Blackboard

Remote Learning: The safety of our community is our top priority and we believe that extending remote teaching to support social distancing efforts is the best decision at this time. USD has created a dedicated COVID-19 website to serve as the first stop for the USD community for information. Visit the University’s COVID-19 website ( for the most current information for the USD community.

Course Options

Course Date Units Price

What You Will Learn

  • Employ different types of web analytics tools
  • Understand user behavior 
  • Retain and attract visitors
  • Analyze reports and interpret findings
  • Optimize and improve online marketing tactics
  • Use web analytics for A/B testing, social media measurement, etc.


Professional development courses offered by the University of San Diego’s Division of Professional & Continuing Education are taught by faculty that possess a depth and breadth of academic and real-world professional experience.

Why USD?

PCE nurtures key partnerships on the local, national and international level to better serve working professionals who seek to enhance or build their careers, as well as with their employers to help achieve their highest value and potential. Contact us today to learn more.

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Learning Method Information

Courses offer a convenient, yet rigorous style of learning that allows you to structure your education to suit your schedule while keeping you on pace toward achieving your educational.

Online Fixed-Date

Online Fixed-Date: Online fixed-date courses offer a convenient, yet rigorous style of learning that enables you to collaborate with your instructor and other students in a shared, online learning environment. These courses have fixed start and finish dates, but as an online student you will have 24/7 online access to your classroom assignments, syllabus and course resources. Our online fixed-date courses allow you to work on your assignments anytime, although you are required to complete the assignments by specific dates.

How is the learning structured? In an online fixed-date course, you and your classmates will proceed through the curriculum together, collaborating in a shared learning experience. Each online fixed-date course is asynchronous, meaning that you can work on your assignments anytime, although required to complete the assignments by specific dates. The course is designed with learning modules where all of the content is grouped into weekly assignments. Each module covers one or more topics. Within each of the learning modules, you can expect the following components:

  • Module introduction that outlines what you can expect to learn in the module.
  • Required readings (textbook, articles, journals, etc.) and presentations (audio and/or video).
  • Assignments with due dates (which may include: written assignments, journal entries, research, blogs, etc.) based on the readings and presentations.
  • Discussion forum where you answer prompts from the instructor and interact with your classmates.
  • Module conclusion to review the topics and what you should have learned.
  • Typically, there is a final project, paper, or exam due in the last module that culminates all of the topics covered in each of the learning modules. You’ll find that the design of the learning modules has a rhythm to help you manage your time in the course.


This course sets the foundation for web marketing for without web analytics, evaluating the effectiveness of any online marketing campaign is impossible. The course is hands-on, and requires access to a web-site to instrument and monitor. Most of us jumped right in and instrumented our respective companies’ websites after the first class which provided us with immediate value. The remainder of the class was spent discussing various metrics and how to interpret them to create value. I was pleasantly surprised by the tele-class. There was little lag, it gave me access to an expert in her field, and the class was made up of a diverse group of students from all across the country. Online teaching is the future of education. I highly recommend the class, and look forward to continuing my education.

This class was exactly what I needed, it’s based on Google Analytics which is what all my clients use.