Digital and Media Analytics

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

• Understand the role of digital analytics for gaining actionable insights and supporting marketing decisions.
• Understand the impact of specific digital collection techniques on digital marketing activities
• Interpret advanced KPIs in digital analytics;

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• Understand software tools and techniques relevant to digital analytics domain.
• Interpret digital-channel data and understand the difficulties and issues involved for appropriate application.

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• Manage time and tasks effectively in the context of individual study.
• Demonstrate an ability to interpret KPIs presented in different formats.

Exploring the main sources of digital data, understanding the specificity of the most important sub-domains and platforms (e.g. web analytics, social media listening tools, audience analytics, etc); Measurements and Key Performance Indicators – KPIs; How to build standard reports based on audiences, sources and behaviours; Reporting techniques; Evaluating metrics for actionable insights: monitoring, trends analysis, dashboards, segmentation; Current trends & challenges in Digital Analytics.

You will learn through a combination of lectures, online sessions, computer sessions and self-study. The precise topics covered may change slightly in response to what is determined to be the most relevant based on academic and industry practice.

Formative

This is how we’ll give you feedback as you are learning. It is not a formal test or exam.

Exercise

• Assessment Type: Formative
• Feedback: Students carry out a number of exercises – online and offline - throughout the taught programme, receiving feedback through discussions and reflection to gauge understanding of the main concepts.
• Final Assessment: No
• Group Work: No

Summative

This is how we’ll formally assess what you have learned in this module.

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.