General information

Course type AMUPIE
Module title Internet Marketing - Content Optimization And Online Analytics
Language English
Module lecturer Wojciech Czart, Ph.D.
Lecturer's email
Lecturer position senior lecturer
Faculty Faculty of Physics
Semester 2021/2022 (winter)
Duration 30
USOS code 04-W-IMCO-45


The class is initially scheduled on Tuesdays 11:00-12:30 but we can discuss a different schedule if it will suit you better. For those who will not be able to participate in the class in the live sessions there is an opportunity to take part asynchronously based on online study resources and certification online courses.
Please register to the class through the online Google Form:
If you have any questions please contact me by email:


Module aim (aims)

The aim of this Module is to provide students of any course of study with a solid knowledge and skills related to
Internet intelligence: advanced information search techniques and Data Mining for online activities analysis
planning and configuring online tracking, measuring and analysing online traffic for informed business decisions for site/online campaign optimization
Testing your website pages’ variants with Google Optimize
Building interactive live dashboards with Google Data Studio
Search Engine Marketing/SEO for Content Marketing
Content and analytics for VR technologies
During the course as a class work base students will be introduced to
advanced information search techniques and
online tools for business, education (learning/teaching), individual- and team- work and collaboration

In the previous years Dr. Czart’s students won the title: the 2018 GOMAC Global Winner, the 2017 Google Online Marketing Challenge (GOMC) Europe Winners and since 2009 were 6 times Finalist Europe Top 5 and 10 teams Semi-Finalists (from 2011 defined as Europe Top 15). Dr. Czart is a member of Google's Global Academic Panel, Global Online Marketing Academic Challenge Organizing Committee, Google’s Digital Garage Official Trainer and within 2016-2019 a member of the Collegiate ECHO Marketing Challenge jury.

Besides in-class teaching methods, dr. Czart has over 13 years of online innovative teaching (in Polish/English) experience (among other successfully adapting hands-on-experience, flipped classroom and u-learning methodologies - methods adherent to the NMC Horizon and European Commission recommendations [1,2]).

[1] “The NMC Horizon Report Europe: 2014 Schools Edition”, the NMC Horizon and European Commission
[2] “2014 NMC Technology Outlook for Australian Tertiary Education”, the NMC (New Media Consortium) and Open Universities Australia.

Pre-requisites in terms of knowledge, skills and social competences (where relevant)

Good base of skills related to general computer and Internet use.


Online Research - Information discovery techniques
Internet Intelligence - Online Data Mining tools for Business Intelligence
Online Competitors Research
Introduction to online analytics with Google Analytics
Audience Research with Google Analytics
Behaviour Analysis with Google Analytics
Audience Segmentation vs Google Analytics Segments
Advanced tracking and analysis with Google Analytics
Introduction to Google Tag Manager for managing complex tracking
Advanced tracking with Google Tag Manager
Content building for VR technologies
Analytics for VR technologies
Data visualization and analysis with Google Data Studio
Interactive Dashboards Building with Google Data Studio
Search Engine Marketing/SEO for Content Marketing

Reading list

Scripts, presentations and webinars delivered by the lecturer:
Including: Avinash Kaushik, Web Analytics 2.0 and loads of online resources
Google Certification online courses
Hubspot Education Partner online courses