The course is designed to enable students to understand and gain experience using the Google Analytics platform. Google Analytics is a widely used web analytics software program. The course is designed to prepare students to pass the certification exam offered by Google. At the end of this course, top performing students will earn an individual certification from Google, which will make any student a highly desirable job candidate (i.e., a Google certified professional may have more job offers at a higher dollar amount compared to fellow students who have a four-year degree without this professional certification). To a lesser extent, the course may also discuss search engine marketing, paid search advertising, search engine optimization, online retailing, and social media marketing topics.