Search Engine Analytics


Participants will immerse themselves in analytical research and practice, creating a measurement plan for their business using web analytic tools, marketing technology (MarTech) landscape, email marketing, insight into Google Ads, keywords and search engine optimisation. There will be practical elements to all these specialist practices using cutting edge technology tools to ensure that they can be incorporated into their area of workplace/industry.

Learning Outcomes

  1. Research, plan and configure an appropriate web analytic tool.

  2. Strategically plan, develop and document a measurement plan for a business using a web analytic tool.

  3. Critically evaluate, interpret and research cutting edge trends in search engine optimisation (SEO).

  4. Research and interrogate online technology tools using adwords, keywords and search engine optimisation.

  5. Apply practical techniques of inquiry acquired to their workplace/industry.

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