1. Demonstrate a comprehensive understanding of the uses of digital marketing data and technologies.

Knowledge & Understanding, Enquiry.

2. Critically evaluate a range of real-world marketing technology solutions, and determine their applicability and suitability to a range of different use case.

Analysis, Problem Solving.

3. Interpret complex digital marketing data and develop appropriate report, communicating higher-level recommendations.

Application, Communication.

The assessment includes a marketing-style report that includes analysis, visualisation and interpretation of a given digital marketing scenario and data set that measure LO1, LO2 and LO3.

Digital marketing technology is radically transforming how businesses operate. It is continuously creating new opportunities for organisations to reach, engage and build relationships with their customers. In fact, it is allowing customers to take a more active role in various marketing activities than ever before. Hence, the balance of power is shifting from organisations to customers. As a result, organisations often find it difficult to leverage digital technology for marketing. The module aims to expose students to the latest in marketing and big data technologies, and apply them to a range of digital marketing scenarios.

Digital marketing technology is radically transforming how businesses operate. The performance measurement of digital marketing campaigns is extremely challenging, and this is where digital marketing analytics can be particularly helpful for making data-driven business decisions. In this module you will learn about web analytics, social media analytics, and search marketing analytics, with a focus on deriving insights from digital data to make informed marketing decisions. You will get the opportunity to gain practical experience in key marketing analytics tools used in the industry.

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, plus business demonstrations from a problem and practice-based learning perspective. Where possible this will also include guest lecturers.

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)


Useful Journals

European Journal of Marketing

Harvard Business review

Industrial Marketing Management

International Journal of Information Management

Internet Research

Journal of Advertising Research

Journal of Business Research

Journal of Interactive Marketing

VLE learning support material to be provided for independent / self-directed learning
Academic journal articles
Open Textbook Library