Module overview
To introduce you to the key concepts of digital analytics in the marketing discipline and how analytics can build knowledge of online customer behaviour and campaign effectiveness that can be used effectively in the business environment within which marketers now operate.
Aims and Objectives
Learning Outcomes
Knowledge and Understanding
Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:
- Interpret advanced KPIs in digital analytics;
- Understand the impact of specific digital collection techniques on digital marketing activities
- Understand the role of digital analytics for gaining actionable insights and supporting marketing decisions.
Subject Specific Intellectual and Research Skills
Having successfully completed this module you will be able to:
- Interpret digital-channel data and understand the difficulties and issues involved for appropriate application.
- Understand software tools and techniques relevant to digital analytics domain.
Transferable and Generic Skills
Having successfully completed this module you will be able to:
- Demonstrate an ability to interpret KPIs presented in different formats.
- Manage time and tasks effectively in the context of individual study.
Syllabus
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.
Learning and Teaching
Teaching and learning methods
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.
Type | Hours |
---|---|
Teaching | 24 |
Independent Study | 126 |
Total study time | 150 |
Resources & Reading list
Textbooks
Khan, G.F. (2018). Creating Value with Social Media Analytics: Managing, Aligning, and Mining Social Media Text, Networks, Actions, Location, Apps, Hyperlinks, Multimedia, & Search Engines Data. USA: CreateSpace.
Hemann, C., and Burbary, K. (2018). Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World. USA: Que Publishing.
Sponder, M., and Khan, G.F. (2017). Digital Analytics for Marketing; Taylor & Francis. USA: Taylor & Francis.
Assessment
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.
Method | Percentage contribution |
---|---|
Report | 100% |
Referral
This is how we’ll assess you if you don’t meet the criteria to pass this module.
Method | Percentage contribution |
---|---|
Report | 100% |
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.
Method | Percentage contribution |
---|---|
Report | 100% |
Repeat Information
Repeat type: Internal & External