General information

Subject type: Optional

Coordinator: Monica Juliana Oviedo León

Trimester: Second term

Credits: 4

Teaching staff: 

Jordi Martínez Rivas

Teaching languages

  • Catalan

Language of the classes: Catalan
Resources: Catalan, Spanish and English
Exams: Catalan (or Spanish if necessary in specific cases)


Basic skills
  • B5. That students have developed those learning skills necessary to undertake further studies with a high degree of autonomy.

Specific skills
  • E3. Identify the qualitative and quantitative tools of analysis and diagnosis for market research.

  • E5. Recognize the particularities of marketing activity in sectors of activity with specific characteristics.

  • E13. Identify the basic tools of e-Marketing.


General competencies
  • G2. Be able to innovate by developing an open attitude to change and be willing to re-evaluate old mental models that limit thinking.

Transversal competences
  • T4. Master computer tools and their main applications for ordinary academic and professional activity.


Learn to understand, analyze and use configurations specific of Google Analytics to be able to turn digital data into key actions and decisions.

The ultimate goal is to train students to take the Google Analytics Certification test.

Learning outcomes

Upon completion of the course, the student will be able to:

- Master the tool professionally.

- You will have acquired the necessary knowledge to try to get the Google Analytics Certification.

Working methodology

Theoretical sessions:
MD1.Master class: Expository class sessions based on the teacher's explanation attended by all students enrolled in
the subject

Guided learning:

MD7. Case study: Dynamics that starts from the study of a case, which serves to contextualize the student in a specific situation, the teacher can
propose different activities, both individually and in groups, among their students

Autonomous learning:

MD9. Solving exercises and problems: Non-contact activity dedicated to solving practical exercises based on the data provided by the teacher

MD11. Non-contact tutorials: For which the student will have telematic resources such as e-mail and ESCSET intranet resources


  1. Tool configuration and preparation.
  2. Turn business goals into measurement goals.
  3. Multichannel depth in conversion data.
  4. Preparation for the Google Analytics Certification Exam.

Learning activities

AF1. Theoretical sessions

AF3. Teamwork

AF4. Individual works

AF5. Personal study

Evaluation system

The final grade of these courses will consist of:

- (SE4): Theoretical exam: 50%

- (SE2) Individual Work: 40%

- (SE1) Participation in activities proposed in the classroom: 10%

In order to pass the course, it is required that the weighted average of the score obtained in the exam and the rest of the activities be equal to or greater than 5 out of 10.
It is necessary to obtain a grade higher than or equal to 5 out of 10 in the final exam to average the course.
In recovery it will only be possible to repeat the final exam that will compute the same percentage, maintaining the condition of obtaining a minimum mark of 5 out of 10, and will average with the rest of the marks of the evaluation.
A student who has not applied for the first call CANNOT apply for recovery.