1. Understand the role of big data and digital marketing analytics in evaluating mutli-channel digital marketing activity for your work-based organisation
Learning Outcomes - Knowledge and Understanding, Enquiry

2. Employ appropriate analytics tools and techniques for a work-based multi-channel digital marketing campaign, identifying key success factors and required changes. Include online and offine paid, owned and earned media, and how this works together in order to demonstrate financial Return on Investment (ROI)
Learning Outcomes - Enquiry, Application, Problem Solving

3. Produce a graphical dashboard presenting relevant data and analysis from a multi-channel digital marketing campaign
Learning Outcomes - Analysis, Application

Module Assessment will cover the following Learning Outcomes and Apprenticeship Standard Criteria: Assessment 1 (LO1, LO2, OS6, OS10, OS12, OK2, OK5, OK7), Assessment 2 (LO2, LO3, OS6, OS10, OS12, OS13, OK7, OK11)

The brief for these Assessments must cover the following Knowledge, Skills and Behaviours from the Apprenticeship Standard Criteria.

OS6: Manage, plan, specify, lead and report on digital marketing projects.

OS7: Manage and optimise key channels and content within a digital marketing plan.

OS10: Accurately observe, record and draw conclusions from all types statistical analysis of campaign performance, recognising inherent uncertainties and limitations with financial and budgetary requirements to demonstrate Return on Investment (ROI).

OS12: Apply the appropriate tools for a data-led approach to analyse marketing information and platforms, data and social media and recognise what is actually important for insights and optimisation to provide solutions for marketing decisions.

OS13: Contribute to business, planning and marketing strategies to recognise and respond quickly to opportunities and customer requirements whilst embracing change.

OK2: Natural/organic and paid marketing to increase the visibility and promotion of websites.

OK5: Customer insight, strategic relationships, acquisition and focus of customers, taking into account the customer experience and retention /loyalty.

OK7: The types of online and offine paid, owned and earned media, and how this works together.

OK11: Digital graphic design, interface design, and authoring.

Managing digital marketing data is important to ensure effective marketing decision making. This module will develop your knowledge and understanding of the role of digital marketing analytics and the technical skills needed to successful evaluate mutli-channel digital marketing activity. You will delve deep into the management of digital marketing projects and campaigns and how analytics are used to understand the key success factors and required changes.

Key topic areas:
Role of digital marketing analytics
Integrated analytics
Proactive and reactive decision making
Key data success factors
Identify appropriate data sources
Employ appropriate analytics tools
Multi-channel digital marketing campaigns

Managing digital marketing data is important to ensure effective marketing decision making. This module will develop your knowledge and understanding of the role of digital marketing analytics and the technical skills needed to successful evaluate mutli-channel digital marketing activity.

Scheduled learning and teaching activities.

To consist of:
Face-to-face which will include groupwork, formal teaching, case study analysis, guest speakers and students will be encouraged to share their workplace experiences with others

Online live webinars to take the form of tutorials involving opportunities for group discussion and presentation, flipped-classroom opportunities, further groupwork and case study analysis


Guided independent study:
To consist of:
Accessing additional online content such as videos and presentations
Independent reading to consolidate knowledge gained in the formal teaching
Undertaking formative tasks set by the tutor to consolidate learning
Assessment preparation and writing and gathering evidence
Portfolio building

These are indicative only. You will be expected to complete independent extended reading.

Hemann, C. & Burbary, K. (2013) Digital marketing analytics: making sense of consumer data in a digital world, Que, Indianapolis, Indiana.

Marr, B. (2015) Big data: using smart big data, analytics and metrics to make better decisions and improve performance. Chichester, John Wiley & Sons.

Marr, B. (2016) Big data in practice: how successful companies use big data analytics to deliver extraordinary results. Chichester, John Wiley & Sons.

McDonald, M., Mouncey, P. and Maklan, S. (2014) Marketing value metrics. 2nd edition. London, Kogan Page.

Farris, P.W., Bendle, N.T., Pfeifer, P.E. and Reibstein, D.J. (2017) Key marketing metrics: The 50+ metrics every manager needs to know. 2 nd edition. Harlow, FT Publishing

Davis, J.A. (2017) Measuring marketing: 100+ key metrics every marketer needs. 3 rd edition. Boston, de Gruyter.

Hemann, C. and Burbary, K. (2018) Digital marketing analytics: making sense of consumer data in a digital world. 2 nd edition. Indianapolis, QUE.

Ryan, D. & Jones, C. (2012) Understanding digital marketing: marketing strategies for engaging the digital generation, 2nd edn., Kogan Page, London.

VLE learning support material to be provided for independent / self-directed learning
LinkedIn Learning
Microsoft Educator Centre
Module handbook
Open Textbook Library
Adobe Creative Cloud (University Licence)

Digital technologies to support learning:
Google Analytics
Hubspot
Sprout Social
Buffer
Trello
Hootsuite
Mail Chimp
WordPress
Wix
SimilarWeb
SEMRush
Alexa Website Traffic
Google Trends