Module overview
Aims and Objectives
Learning Outcomes
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.
Knowledge and Understanding
Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:
- 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.
- 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.
Syllabus
Learning and Teaching
Teaching and learning methods
Type | Hours |
---|---|
Teaching | 24 |
Independent Study | 126 |
Total study time | 150 |
Resources & Reading list
Textbooks
Sponder, M., and Khan, G.F. (2017). Digital Analytics for Marketing; Taylor & Francis. USA: Taylor & Francis.
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.
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