Module Descriptors
DIGITAL MARKETING PRACTICE & ANALYTICS
DSMM40004
Key Facts
Digital, Technology, Innovation and Business
Level 4
30 credits
Contact
Leader: Kathryn Mitchell
Hours of Study
Scheduled Learning and Teaching Activities: 72
Independent Study Hours: 228
Total Learning Hours: 300
Assessment
- DIGITAL MARKETING PERFORMANCE REPORT - 2000 WORDS weighted at 70% - Learning outcome(s) assessed: 1,2,3
- REFLECTIVE LOG OF RELEVANT CPD - 1000 WORDS weighted at 30% - Learning outcome(s) assessed: 4
Module Details
LEARNING OUTCOMES
1. Describe the key tools, metrics and terminology used in digital marketing practice and analytics.
Knowledge & Understanding
2. Apply guided digital marketing tools and techniques to evaluate online marketing activities.
Application & Problem Solving
3. Interpret data from digital marketing sources to identify trends and insights.
Research Skills
4. Reflect on own digital practice to identify opportunities to improve performance and employability skills.
Reflection; Personal Development & Entrepreneurship
Knowledge & Understanding
2. Apply guided digital marketing tools and techniques to evaluate online marketing activities.
Application & Problem Solving
3. Interpret data from digital marketing sources to identify trends and insights.
Research Skills
4. Reflect on own digital practice to identify opportunities to improve performance and employability skills.
Reflection; Personal Development & Entrepreneurship
ADDITIONAL ASSESSMENT DETAILS
Individual Applied Project Report
Equivalent to 2000 words (Not including visuals, screenshots, and commentary within the word count)
Students will produce a short Digital Marketing Performance Report analysing a small scale or simulated digital activity using provided or demo analytics tools.
1. Activity Overview (10%)
Brief outline of the digital activity or campaign, including channels used, tools selected, and time period analysed.
2. Data Source and Tool Use (15%)
Use of provided or simulated datasets and appropriate digital analytics tools, with selection of relevant performance metrics.
3. Performance Evidence (25%)
Presentation of analytics data using screenshots or data extracts demonstrating key performance metrics.
4. Analysis and Interpretation (20%)
Interpretation of performance data to identify trends, patterns, and key insights.
5. Recommendations (15%)
Clear, data informed recommendations proposing simple actions for performance improvement.
6. Ethical and Responsible Data Use (10%)
Application of ethical principles, including responsible data handling, privacy awareness, and recognition of data limitations.
7. Conclusion (5%)
Brief summary of findings and reflection on the role of analytics in digital marketing decision making.
Individual Reflective Report
1000 words
Students will produce a Reflective Analytics Log exploring their learning journey in using digital marketing and analytics tools.
The log should demonstrate
Reflection on challenges and successes encountered when using data tools.
Awareness of digital ethics, accuracy, and limitations in analytics.
Consideration of personal strengths, weaknesses, and employability development.
Provide screenshots and certificates of any additional CPD in digital marketing and analytics to support your reflection discussion.
Equivalent to 2000 words (Not including visuals, screenshots, and commentary within the word count)
Students will produce a short Digital Marketing Performance Report analysing a small scale or simulated digital activity using provided or demo analytics tools.
1. Activity Overview (10%)
Brief outline of the digital activity or campaign, including channels used, tools selected, and time period analysed.
2. Data Source and Tool Use (15%)
Use of provided or simulated datasets and appropriate digital analytics tools, with selection of relevant performance metrics.
3. Performance Evidence (25%)
Presentation of analytics data using screenshots or data extracts demonstrating key performance metrics.
4. Analysis and Interpretation (20%)
Interpretation of performance data to identify trends, patterns, and key insights.
5. Recommendations (15%)
Clear, data informed recommendations proposing simple actions for performance improvement.
6. Ethical and Responsible Data Use (10%)
Application of ethical principles, including responsible data handling, privacy awareness, and recognition of data limitations.
7. Conclusion (5%)
Brief summary of findings and reflection on the role of analytics in digital marketing decision making.
Individual Reflective Report
1000 words
Students will produce a Reflective Analytics Log exploring their learning journey in using digital marketing and analytics tools.
The log should demonstrate
Reflection on challenges and successes encountered when using data tools.
Awareness of digital ethics, accuracy, and limitations in analytics.
Consideration of personal strengths, weaknesses, and employability development.
Provide screenshots and certificates of any additional CPD in digital marketing and analytics to support your reflection discussion.
INDICATIVE CONTENT
Indicative content includes
Foundations of Digital Marketing Practice
The role of digital marketing within the marketing mix.
Overview of digital channels and their functions (search, display, email, social, paid and organic).
Understanding customer journeys and the conversion funnel (awareness to action).
Key Tools and Platforms for Digital Marketing
Guided introduction to major tools such as Google Analytics (Demo Account), Meta Business Suite, Mailchimp, and Google Ads.
Using dashboards and insights to monitor campaign performance.
Navigating digital advertising ecosystems (search, social, display).
Digital Marketing Metrics and KPIs
Core performance metrics: impressions, clicks, CTR, reach, engagement, conversion rate, ROI.
Understanding attribution models and tracking user behaviour.
Setting and evaluating SMART digital objectives.
Data Collection and Interpretation
Collecting and organising data from multiple digital channels.
Interpreting performance metrics in context.
Using secondary data to identify audience trends and industry benchmarks.
Practical exercises with pre-provided datasets.
Data Visualisation and Reporting
Creating charts, dashboards and summary tables using Excel or Google Sheets.
Communicating insights visually through graphs and infographics.
Writing concise data-driven summaries for stakeholder reporting.
Search and Website Analytics
Introduction to SEO and SEM fundamentals.
Understanding how keyword data and website analytics influence digital strategy.
Analysing web traffic sources and bounce rate patterns.
Email and Social Media Analytics
Analysing email campaign performance using open and click rates.
Evaluating social-media engagement metrics.
Linking insights to campaign optimisation.
Evaluating Campaign Effectiveness
Measuring return on investment (ROI) and cost per acquisition (CPA).
Benchmarking against industry standards.
Identifying actionable insights for future improvement.
Ethical and Legal Considerations in Digital Data
Understanding GDPR and data privacy in marketing.
Ethical data handling, transparency, and user consent.
Discussion of algorithmic bias and responsible use of analytics tools.
Professional Skills and Employability
The role of analytics in digital marketing careers.
Using data for decision-making and stakeholder reporting.
Building an entry-level professional portfolio of analytical work.
Foundations of Digital Marketing Practice
The role of digital marketing within the marketing mix.
Overview of digital channels and their functions (search, display, email, social, paid and organic).
Understanding customer journeys and the conversion funnel (awareness to action).
Key Tools and Platforms for Digital Marketing
Guided introduction to major tools such as Google Analytics (Demo Account), Meta Business Suite, Mailchimp, and Google Ads.
Using dashboards and insights to monitor campaign performance.
Navigating digital advertising ecosystems (search, social, display).
Digital Marketing Metrics and KPIs
Core performance metrics: impressions, clicks, CTR, reach, engagement, conversion rate, ROI.
Understanding attribution models and tracking user behaviour.
Setting and evaluating SMART digital objectives.
Data Collection and Interpretation
Collecting and organising data from multiple digital channels.
Interpreting performance metrics in context.
Using secondary data to identify audience trends and industry benchmarks.
Practical exercises with pre-provided datasets.
Data Visualisation and Reporting
Creating charts, dashboards and summary tables using Excel or Google Sheets.
Communicating insights visually through graphs and infographics.
Writing concise data-driven summaries for stakeholder reporting.
Search and Website Analytics
Introduction to SEO and SEM fundamentals.
Understanding how keyword data and website analytics influence digital strategy.
Analysing web traffic sources and bounce rate patterns.
Email and Social Media Analytics
Analysing email campaign performance using open and click rates.
Evaluating social-media engagement metrics.
Linking insights to campaign optimisation.
Evaluating Campaign Effectiveness
Measuring return on investment (ROI) and cost per acquisition (CPA).
Benchmarking against industry standards.
Identifying actionable insights for future improvement.
Ethical and Legal Considerations in Digital Data
Understanding GDPR and data privacy in marketing.
Ethical data handling, transparency, and user consent.
Discussion of algorithmic bias and responsible use of analytics tools.
Professional Skills and Employability
The role of analytics in digital marketing careers.
Using data for decision-making and stakeholder reporting.
Building an entry-level professional portfolio of analytical work.
WEB DESCRIPTOR
Ever wondered what happens behind the scenes of online campaigns?
In this module, you’ll learn how digital marketers use data to measure performance and make decisions. You’ll explore the tools and analytics that show how audiences interact with websites, emails and social media, then use real or simulated data to uncover insights. Through guided practical sessions, you’ll interpret results, create reports and understand what drives digital success. By the end, you’ll be able to apply key digital marketing tools confidently and communicate insights that support effective, ethical marketing decisions.
In this module, you’ll learn how digital marketers use data to measure performance and make decisions. You’ll explore the tools and analytics that show how audiences interact with websites, emails and social media, then use real or simulated data to uncover insights. Through guided practical sessions, you’ll interpret results, create reports and understand what drives digital success. By the end, you’ll be able to apply key digital marketing tools confidently and communicate insights that support effective, ethical marketing decisions.
LEARNING STRATEGIES
Indicative learning and teaching activities include
Lectures introducing key theories, metrics and principles of digital marketing and analytics, including campaign measurement, performance evaluation and data ethics. (Supports LOs 1–2)
Workshops providing guided, tool-based learning using industry-standard platforms (e.g. Google Analytics Demo, Meta Business Suite, Mailchimp). Students will complete practical exercises in collecting, interpreting, and visualising data. (Supports LOs 2–4)
Case study activities analysing real-world digital campaigns to understand how data influences strategic decisions and performance improvements.
Practical lab tasks using provided datasets to generate insights, build dashboards, and create reports for stakeholders.
Formative “data insight checkpoints” where students test their understanding of metrics and receive feedback on their analytical approach prior to final submission.
Guided independent study to explore academic readings, work through simulated campaigns, and prepare report entries or reflections.
Reflective development activities encouraging students to identify areas for skill improvement and connect digital competencies to employability goals. (Supports LO 4)
Lectures introducing key theories, metrics and principles of digital marketing and analytics, including campaign measurement, performance evaluation and data ethics. (Supports LOs 1–2)
Workshops providing guided, tool-based learning using industry-standard platforms (e.g. Google Analytics Demo, Meta Business Suite, Mailchimp). Students will complete practical exercises in collecting, interpreting, and visualising data. (Supports LOs 2–4)
Case study activities analysing real-world digital campaigns to understand how data influences strategic decisions and performance improvements.
Practical lab tasks using provided datasets to generate insights, build dashboards, and create reports for stakeholders.
Formative “data insight checkpoints” where students test their understanding of metrics and receive feedback on their analytical approach prior to final submission.
Guided independent study to explore academic readings, work through simulated campaigns, and prepare report entries or reflections.
Reflective development activities encouraging students to identify areas for skill improvement and connect digital competencies to employability goals. (Supports LO 4)
TEXTS
Aim for a maximum of 5 key texts, published within the last 5 years, where possible.
Digital Marketing: Strategy, Planning & Disruption by Annmarie Hanlon (3rd ed, 2025) – https://uk.sagepub.com/en-gb/eur/digital-marketing/book287854
Digital Marketing by Dave Chaffey & Fiona Ellis-Chadwick – https://www.pearson.com/en-gb/subject-catalog/p/digital-marketing/P200000012456/9781292479637
Digital Analytics for Marketing by A. Karim Feroz, Gohar F. Khan & Marshall Sponder (2nd ed, 2024) – https://books.google.com/books/about/Digital_Analytics_for_Marketing.html?id=877mEAAAQBAJ
Marketing Analytics Textbooks from Sage – a collection/resource from SAGE in marketing analytics – https://uk.sagepub.com/en-gb/eur/marketing-analytics-textbooks-from-sage
Digital Marketing: Strategy, Planning & Disruption by Annmarie Hanlon (3rd ed, 2025) – https://uk.sagepub.com/en-gb/eur/digital-marketing/book287854
Digital Marketing by Dave Chaffey & Fiona Ellis-Chadwick – https://www.pearson.com/en-gb/subject-catalog/p/digital-marketing/P200000012456/9781292479637
Digital Analytics for Marketing by A. Karim Feroz, Gohar F. Khan & Marshall Sponder (2nd ed, 2024) – https://books.google.com/books/about/Digital_Analytics_for_Marketing.html?id=877mEAAAQBAJ
Marketing Analytics Textbooks from Sage – a collection/resource from SAGE in marketing analytics – https://uk.sagepub.com/en-gb/eur/marketing-analytics-textbooks-from-sage
RESOURCES
Google Analytics Academy access
Statista and Mintel Reports (via university library) for market data
Statista and Mintel Reports (via university library) for market data