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Term 2022/2023-Z:
Learning content:
T_1 Discussing the subject of classes and the conditions for passing the course.
T_2 Getting to know the basic measures and basic concepts in internet marketing, issues related to the measurement of campaign effectiveness
T_3 Overview of different conversion attributions, ROI and ROAS measures. Practical estimation of ROAS based on given data of various marketing campaigns.
T_4 Overview of the basics of Google Analytics (GA3), basic and advanced reports and measures of the analytical tool
T_5 Discussing the costs and specifics of selling on marketplace platforms (e.g. Allegro, Amazon, Shopee, Erli), advertising opportunities and learning how to calculate the profitability of sales in this e-commerce environment
T_6 Discussion of various sources of marketing data (Google Ads keyword tool, Allegro Ads campaign planner, similarweb.com, government databases, industry reports) useful for planning marketing campaigns
T_7 Overview of the Google Analytics system in the GA4 version, discussion of the differences between GA3 and GA4, reports and measures, methods of implementation, advantages and disadvantages of GA4.
T_8 Discussion of innovations and trends in internet marketing
T_9 Discussion of the final work
T_10 Overview of the specifics of marketing automation tools
T_11 Overview of the necessary tools in the work of a marketer: Google Tag Manager for implementing analytical codes and Google Looker Studio for data visualization and creating marketing reports
T_12 Presentation of final projects, issuing grades and entries in indexes.
Educational outcomes:
Ew_1 The student knows and understands the basic measures and indicators of effectiveness in various marketing channels
Ew_2 The student knows various analytical tools, knows possible measures to prepare reports, measures in various marketing channels
Ew_3 Knows the specifics and costs of selling on e-commerce platforms
Ew_4 Knows the measures, possible reports in Google Analytics in Universal Analytics (GA3) and GA4 versions
Ew_5 Knows how to calculate the profitability and effectiveness of marketing campaigns
Ew_6 Knows the possibilities and application of marketing automation systems
Ew_7 Knows how to implement analytical codes, also with the help of Google Tag manager
Ew_8 Knows data visualization tools, i.e. Google Looker Studio, PowerBI, etc.
Ew_9 Knows tools useful for sales and e-commerce automation, e.g. Baselinker
Eu_1 The student is able to adjust the analytical tools, download information from them and evaluate the effectiveness of the marketing campaign.
Eu_2 The student is able to calculate their effectiveness and profitability based on the results of an advertising campaign.
Eu_3 The student is able to choose an analytical tool, prepare and download appropriate data to plan a future advertising campaign in a given marketing channel
Eu_4 The student is able to calculate the profitability of sales on marketplace platforms based on sales data and indicate the coefficients that should be improved to increase the profitability of these sales (e.g. increasing the size of the average basket, lowering the CPC rate, increasing conversion)
Eu_5 The student is able to use the available market data to compare them with the results of their advertising campaigns, compare with the activities of the competition.
Ek_1 The student approaches the entrusted tasks creatively.
Ek-2 Can work in a team as well as independently.
Ek_3 He fulfills his duties in a timely manner.
Ek_4 Expresses assessments and views.
Ek_5 He approaches the tasks entrusted to him with care.
Teaching methods and tools:
M_1 Lecture
M_2 Multimedia presentation
M_3 Working in a group
M_3 Individual work
N_1 Working with analytical tools |
Term 2023/2024-Z:
Learning content:
T_1 Discussing the subject of classes and the conditions for passing the course.
T_2 Getting to know the basic measures and basic concepts in internet marketing, issues related to the measurement of campaign effectiveness
T_3 Overview of different conversion attributions, ROI and ROAS measures. Practical estimation of ROAS based on given data of various marketing campaigns.
T_4 Overview of the basics of Google Analytics (GA3), basic and advanced reports and measures of the analytical tool
T_5 Discussing the costs and specifics of selling on marketplace platforms (e.g. Allegro, Amazon, Shopee, Erli), advertising opportunities and learning how to calculate the profitability of sales in this e-commerce environment
T_6 Discussion of various sources of marketing data (Google Ads keyword tool, Allegro Ads campaign planner, similarweb.com, government databases, industry reports) useful for planning marketing campaigns
T_7 Overview of the Google Analytics system in the GA4 version, discussion of the differences between GA3 and GA4, reports and measures, methods of implementation, advantages and disadvantages of GA4.
T_8 Discussion of innovations and trends in internet marketing
T_9 Discussion of the final work
T_10 Overview of the specifics of marketing automation tools
T_11 Overview of the necessary tools in the work of a marketer: Google Tag Manager for implementing analytical codes and Google Looker Studio for data visualization and creating marketing reports
T_12 Presentation of final projects, issuing grades and entries in indexes.
Educational outcomes:
Ew_1 The student knows and understands the basic measures and indicators of effectiveness in various marketing channels
Ew_2 The student knows various analytical tools, knows possible measures to prepare reports, measures in various marketing channels
Ew_3 Knows the specifics and costs of selling on e-commerce platforms
Ew_4 Knows the measures, possible reports in Google Analytics in Universal Analytics (GA3) and GA4 versions
Ew_5 Knows how to calculate the profitability and effectiveness of marketing campaigns
Ew_6 Knows the possibilities and application of marketing automation systems
Ew_7 Knows how to implement analytical codes, also with the help of Google Tag manager
Ew_8 Knows data visualization tools, i.e. Google Looker Studio, PowerBI, etc.
Ew_9 Knows tools useful for sales and e-commerce automation, e.g. Baselinker
Eu_1 The student is able to adjust the analytical tools, download information from them and evaluate the effectiveness of the marketing campaign.
Eu_2 The student is able to calculate their effectiveness and profitability based on the results of an advertising campaign.
Eu_3 The student is able to choose an analytical tool, prepare and download appropriate data to plan a future advertising campaign in a given marketing channel
Eu_4 The student is able to calculate the profitability of sales on marketplace platforms based on sales data and indicate the coefficients that should be improved to increase the profitability of these sales (e.g. increasing the size of the average basket, lowering the CPC rate, increasing conversion)
Eu_5 The student is able to use the available market data to compare them with the results of their advertising campaigns, compare with the activities of the competition.
Ek_1 The student approaches the entrusted tasks creatively.
Ek-2 Can work in a team as well as independently.
Ek_3 He fulfills his duties in a timely manner.
Ek_4 Expresses assessments and views.
Ek_5 He approaches the tasks entrusted to him with care.
Teaching methods and tools:
M_1 Lecture
M_2 Multimedia presentation
M_3 Working in a group
M_3 Individual work
N_1 Working with analytical tools |
Term 2024/2025-Z:
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