B_PH_WDA_p Web and Data Analytics

NEWTON University
summer 2026
Extent and Intensity
1/1. 4 credit(s). Type of Completion: zk (examination).
Teacher(s)
MgA. Zuzana Ondokuzmayis (lecturer)
MgA. Zuzana Ondokuzmayis (seminar tutor)
Ing. Julie Holendová (alternate examiner)
Guaranteed by
Ing. Ludmila Hruban, Ph.D., MSc.
Centre for Marketing – Academic Department – NEWTON University
Timetable
each odd Tuesday 16:50–18:20 WebinarJam
  • Timetable of Seminar Groups:
B_PH_WDA_p/01: each even Wednesday 8:00–9:30 PH Učebna 12, except Wed 1. 4. ; and Wed 13. 5. 8:00–9:30 PH Učebna 12, Z. Ondokuzmayis
B_PH_WDA_p/02: each even Wednesday 9:40–11:10 PH Učebna 12, except Wed 1. 4. ; and Wed 13. 5. 9:40–11:10 PH Učebna 12, Z. Ondokuzmayis
B_PH_WDA_p/03: each even Wednesday 11:20–12:50 PH Učebna 12, except Wed 18. 2., except Wed 1. 4. ; and Thu 5. 3. 8:00–9:30 PH Učebna 07, Wed 13. 5. 11:20–12:50 PH Učebna 12, Z. Ondokuzmayis
B_PH_WDA_p/04: each even Wednesday 13:30–15:00 PH Učebna 12, except Wed 18. 2., except Wed 1. 4. ; and Thu 5. 3. 9:40–11:10 PH Učebna 07, Wed 13. 5. 13:30–15:00 PH Učebna 12, Z. Ondokuzmayis
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives

The course is focused on deepening students’ knowledge and practical skills in the field of performance-based online marketing, the creation of PPC campaigns (Google Ads and Sklik), and in particular web analytics (Google Analytics). A set of professional lectures and seminars delivered in a workshop format focuses in detail on hands-on familiarization with the above-mentioned tools of performance-based online marketing and web analytics.

As part of the course, students will try out how PPC campaigns are created within an account and how to work with a Google Analytics account. Subsequently, they will become familiar with the basic concepts of web analytics, metrics and dimensions, learn how to use UTM parameters for campaign tagging, and will be able primarily to read and evaluate data in Google Analytics.

Students will also gain orientation in the basic reports and metrics of the Google Analytics tool and attempt to interpret them correctly and place them in the context of a given situation. Thanks to these practical experiences, students will be able to understand web analytics in context and identify effective marketing channels and campaigns, as well as discover previously overlooked marketing opportunities.

Within the area of web analytics, students will also be able to evaluate at which stages visitors leave the purchasing process (in the case of e-shops) and propose solutions. In the final part of the course, students will become familiar with conversion paths and basic attribution models offered by the Google Analytics interface in order to better identify which marketing channels contribute most to website performance, and they will learn how to correctly use advanced data segmentation.

Syllabus
  • Introduction to Data Analytics
  • Introduction to PPC Campaigns – Google Ads and Sklik
  • Introduction to Web Analytics
  • Performance Optimization of Websites
  • Data Analysis and Visualization
  • SEO and Its Impact on Website Traffic
Literature
  • ARIELY, Dan. Jak drahé je zdarma: proč chytří lidé přijímají špatná rozhodnutí : iracionální faktory v ekonomice i v životě. Praha: Práh, 2009. ISBN 978-80-7252-239-2.
  • HYRÁK, Zbyněk. Blog - Optimalizovaný-Web.cz. [online]. 2019. Dostupné z: https://www.optimalizovany-web.cz/blog/.
  • JANOUCH, Viktor. Internetový marketing. 2. vyd. Brno: Computer Press, 2014. ISBN 978-80-251-4311-7.
  • WHITMORE, Caleb; CUTRONI, Justin; TONKIN, Sebastian. Výkonnostní marketing s Google Analytics. Brno: Computer Press, 2011. ISBN 978-80-251-3339-2.
  • MARKO, Martin; DRAHOKOUPIL, Jakub; APPELTAUER, Roman. Jak na Google Tag Manager. [online]. 2018. Dostupné z: https://www.h1.cz/files/jak-na-gtm.pdf.
  • VĚTROVSKÁ, Petra. Klikařův průvodce PPC reklamou. [online]. 2015. Dostupné z: https://www.zaklik.cz.
  • KAUSHIK, Avinash. Webová analytika 2.0: kompletní průvodce analýzami návštěvnosti. Brno: Computer Press, 2011. 456 s. ISBN 978-80-251-2964-7.
Assessment methods
Credit requirements: attendance at seminars of at least 70%, a semester project, and its presentation
Examination: conducted orally
Participation in seminars requires a personal laptop.
Language of instruction
Czech
The course is also listed under the following terms summer 2025.
  • Enrolment Statistics (recent)
  • Permalink: https://is.newton.cz/course/nu/summer2026/B_PH_WDA_p