This module explores key aspects of digital marketing monitoring, measuring and evaluation strategy, developing your skills in identifying improvements to digital communications. You will develop an appreciation of how measurement techniques can be aligned to business objectives. This module also provides the opportunity to conduct market research and social listening in aim to monitor and measure the wider digital environment.

Key topic areas:

Social Media listening

Return on marketing investment

Monitoring and measuring the wider digital environment

Business goals, strategy, marketing performance and the gap between them

Supporting changes in the planning and implementation stages

Measurement and accountability

Monitoring and management responsibilities

Marketing automation

Measurement triggers

Appropriate monitoring and measurement timescales

Using technology to monitor and measure

1. 15 minutes group presentation and 5 minutes Q&A explaining the monitoring and measurement of digital marketing campaign for a selected organisation (LO1, LO2)

2. Reflective account of 1,500 (LO3)

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

1. Present an understanding of the importance of monitoring and measuring digital marketing

University Learning Outcome:
Knowledge and Understanding

2. Analyse a range of business sectors using market research to identify the digital monitoring and measuring strategies and explore how it informs an understanding of the wider digital environment

University Learning Outcome:
Enquiry
Analysis
Application

3. Reflect on how research into the wider digital environment informs digital marketing practice

University Learning Outcome:
Reflection

VLE learning support material to be provided for independent / self-directed learning

LinkedIn Learning

Microsoft Educator Centre

Module handbook

Open Textbook Library

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

Farris, P., Bendle, N.T., Pfeifer P.E. & Reibstein, D.J. (2014) Marketing Metrics the Definitive Guide to Measuring Marketing Performance, Pearson Education

Arikan A, (2008) Multichannel Marketing Metrics and Methods for On and Offline Success. Berkeley, Calafornia, Sybex

Best, R, (2009) Market Based Management, Prentice Hall

Hanlon, A. (2019) Digital Marketing, Strategic¿Planning and Integration, London, SAGE¿

Kingsnorth S, (2015), Digital Marketing Strategy, London, Kogan Page

Farris, P., Bendle, N.T., Pfeifer P.E. &¿Reibstein, D.J. (2014)¿Marketing Metrics the Definitive Guide to Measuring Marketing Performance, Pearson¿Education.

Venkatesan, R.¿Farris, P. &¿Wilcox, R.T.¿(2014): Cutting Edge Marketing Analytics: Real World Cases and Data Sets for Hands¿On¿Learning, Pearson Education, Inc.

This module explores key aspects of digital marketing monitoring, measuring and evaluation strategy, developing your skills in identifying improvements to digital communications. You will develop an appreciation of how measurement techniques can be aligned to business objectives. This module also provides the opportunity to conduct market research and social listening in aim to monitor and measure the wider digital environment.