Module Descriptors
DATA DRIVEN DIGITAL MARKETING STRATEGY
DSMM50010
Key Facts
Digital, Technology, Innovation and Business
Level 5
30 credits
Contact
Leader: Joe Hazzam
Email: joe.hazzam@staffs.ac.uk
Hours of Study
Scheduled Learning and Teaching Activities: 72
Independent Study Hours: 228
Total Learning Hours: 300
Assessment
- DATA INTERPRETATION AND INSIGHT BOARD ROOM PRESENTATION (INDIVIDUAL) - 15 MINUTES weighted at 20% - Learning outcome(s) assessed: 4
- DATA DRIVEN STRATEGIC MARKETING REPORT (INDIVIDUAL) - 3000 WORDS weighted at 80% - Learning outcome(s) assessed: 1,2,3
Module Details
LEARNING OUTCOMES
1. Apply strategic digital marketing frameworks to develop multi-channel marketing plans.
Application & Problem Solving
2. Interpret digital data to inform marketing decisions and performance optimisation.
Research Skills
3. Using analytics and data visualisation tools to produce accurate marketing insights
Digital Literacy
4. Communicate effectively strategic and analytical findings to a professional audience.
Communication
Knowledge and Understanding
Application & Problem Solving
2. Interpret digital data to inform marketing decisions and performance optimisation.
Research Skills
3. Using analytics and data visualisation tools to produce accurate marketing insights
Digital Literacy
4. Communicate effectively strategic and analytical findings to a professional audience.
Communication
Knowledge and Understanding
ADDITIONAL ASSESSMENT DETAILS
Task 1
Task Details
Deliver a 15-minute Board room presentation that interprets a provided digital marketing dataset. You will identify key trends, evaluate the accuracy and relevance of the data, and communicate clear, evidence-based insights using appropriate charts or visualisations.
Curriculum Framework Elements Addressed:
Academic, Digital and Research Skills develops analytical capability, data handling, interpretation skills and competency in digital visualisation tools.
Employability, Enterprise and Professional Practice mirrors industry expectations for presenting insights to clients or stakeholders.
Communication builds professional presentation skills and the ability to communicate technical information clearly.
Task 2
Task Details
Produce a 3,000-word written digital marketing Report strategy informed by your data insights (provided or gathered). You will apply an appropriate planning framework, objectives, propose multi-channel actions and justify decisions using accurate, relevant data and evidence.
Curriculum Framework Elements Addressed:
Academic, Digital and Research Skills develops ability to use data, frameworks, secondary research and digital evidence to support strategic planning.
Employability, Enterprise and Professional Practice replicates real-world marketing planning tasks, supporting readiness for digital marketing, analytics and strategy roles.
Sustainability and Ethical Awareness encourages consideration of responsible and evidence-led decision-making in digital strategy.
Communication strengthens professional written communication, visual explanation of data and strategy documentation.
Accessibility and Inclusivity students may use accessible templates, assistive writing tools and inclusive formatting options.
Task Details
Deliver a 15-minute Board room presentation that interprets a provided digital marketing dataset. You will identify key trends, evaluate the accuracy and relevance of the data, and communicate clear, evidence-based insights using appropriate charts or visualisations.
Curriculum Framework Elements Addressed:
Academic, Digital and Research Skills develops analytical capability, data handling, interpretation skills and competency in digital visualisation tools.
Employability, Enterprise and Professional Practice mirrors industry expectations for presenting insights to clients or stakeholders.
Communication builds professional presentation skills and the ability to communicate technical information clearly.
Task 2
Task Details
Produce a 3,000-word written digital marketing Report strategy informed by your data insights (provided or gathered). You will apply an appropriate planning framework, objectives, propose multi-channel actions and justify decisions using accurate, relevant data and evidence.
Curriculum Framework Elements Addressed:
Academic, Digital and Research Skills develops ability to use data, frameworks, secondary research and digital evidence to support strategic planning.
Employability, Enterprise and Professional Practice replicates real-world marketing planning tasks, supporting readiness for digital marketing, analytics and strategy roles.
Sustainability and Ethical Awareness encourages consideration of responsible and evidence-led decision-making in digital strategy.
Communication strengthens professional written communication, visual explanation of data and strategy documentation.
Accessibility and Inclusivity students may use accessible templates, assistive writing tools and inclusive formatting options.
INDICATIVE CONTENT
Overview digital marketing strategy and analytics
Online marketplace and website analytics
Digital marketing strategy and frameworks
Digital marketing mix and user behaviour analytics
Digital marketing relationships and SEO analytics
Digital customer experience and multi-channel analytics
Campaign planning and social media analytics
Marketing communication and email analytics
Evaluation and improvement of digital channels
AI and digital marketing strategy and analytics
Online marketplace and website analytics
Digital marketing strategy and frameworks
Digital marketing mix and user behaviour analytics
Digital marketing relationships and SEO analytics
Digital customer experience and multi-channel analytics
Campaign planning and social media analytics
Marketing communication and email analytics
Evaluation and improvement of digital channels
AI and digital marketing strategy and analytics
WEB DESCRIPTOR
How can data transform the way you plan and deliver digital marketing?
In this module, you’ll explore the analytics tools, techniques and insights that help you understand what digital audiences do, why they do it and how you can improve performance. You’ll learn how to interpret data trends, visualise information clearly and apply strategic frameworks to build effective multi-channel campaigns. By turning real digital evidence into confident decision-making, you’ll develop practical skills that prepare you for data-informed roles across marketing, insight, and digital strategy.
In this module, you’ll explore the analytics tools, techniques and insights that help you understand what digital audiences do, why they do it and how you can improve performance. You’ll learn how to interpret data trends, visualise information clearly and apply strategic frameworks to build effective multi-channel campaigns. By turning real digital evidence into confident decision-making, you’ll develop practical skills that prepare you for data-informed roles across marketing, insight, and digital strategy.
LEARNING STRATEGIES
This module will use a mix of learning techniques and hands on interactive tasks to explore the module content.
You will undertake ‘formative’ assessments during the module to help you monitor your learning and provide you and us with ongoing feedback on your progress, that helps you prepare for the ‘summative assessment(s) during or at the end of the module. Learning approaches include peer-to-peer, work-based, live demonstrations, workshops, group activities and simulations, data analysis (SPSS) from a problem and practice-based learning perspective. Where possible this will also include guest lecturers.
You will undertake ‘formative’ assessments during the module to help you monitor your learning and provide you and us with ongoing feedback on your progress, that helps you prepare for the ‘summative assessment(s) during or at the end of the module. Learning approaches include peer-to-peer, work-based, live demonstrations, workshops, group activities and simulations, data analysis (SPSS) from a problem and practice-based learning perspective. Where possible this will also include guest lecturers.
TEXTS
A. Karim Feroz, Gohar F. Khan and Marshall Sponder (2024). Digital Analytics for Marketing, 2nd Edition. Routledge.
Chaffey D. and Ellis Chadwick (2022) Digital Marketing (8th ed)
Chaffey D. and Ellis Chadwick (2022) Digital Marketing (8th ed)
RESOURCES
To support your learning, you will have access to:
digital analytics tools and dashboards
data visualisation software
case studies and datasets
strategic planning templates
online video demonstrations and walkthroughs
library resources, eBooks and journals
support for accessible and inclusive learning formats such as alternative versions available via Blackboard and video content where possible.
digital analytics tools and dashboards
data visualisation software
case studies and datasets
strategic planning templates
online video demonstrations and walkthroughs
library resources, eBooks and journals
support for accessible and inclusive learning formats such as alternative versions available via Blackboard and video content where possible.