BUS7073 - Digital Marketing Metrics and Analysis

Objectives:

On successful completion of the module, students will be able to:

1 - Critically assess strategies and frameworks in digital marketing to effectively drive business growth
2 - Explore and analyse consumer behaviour patterns using advanced digital tools and methodologies
3 - Apply data analytics to make evidence-based and strategic marketing decisions
4 - Build expertise in search engine optimisation (SEO) and craft impactful, audience-focused content strategies
5 - Evaluate and assess the effectiveness of social media campaigns using advanced analytics tools and techniques.

Content:

This module includes the following topics:

- Introduce techniques for improving website visibility on search engines, including keyword research and on-page and off-page SEO.
- Learn various digital marketing formulas and apply metrics to address digital marketing challenges.
- Planning and executing pay-per-click (PPC) campaigns, display ads and remarketing strategies.
- Campaign metrics and measurement. Teaches methods to track, analyse and enhance the customer journey across multiple touchpoints using advanced analytics tools.
- Tools such as Google Analytics are used to track and analyse website performance and marketing effectiveness.

Learning and Teaching Information:

The module employs a variety of pedagogical approaches to enhance student engagement and accommodate the diverse nature of digital and strategic marketing. Techniques such as simulation-based learning allow you to engage in realistic scenarios where you can experiment with strategies like SEO optimisation or ad campaign budgeting, making learning more hands-on and experiential. Case study analysis further connects theory to practice by allowing you to examine real-world marketing examples, learning from both successful and unsuccessful strategies. The flipped classroom approach encourages active participation by having you review materials before class and engage in discussions and problem-solving activities during sessions.

Furthermore, in this module, you will actively participate in your learning journey as partners in the process, taking responsibility for your development. Through workshops, tutor feedback and various learning materials, you will engage deeply with key concepts, theories, and techniques in digital marketing. This includes website evaluation principles and web data analysis to assess and enhance web marketing effectiveness and user experience. Interactive tasks, directed readings and multimedia materials will guide your understanding and support your case study assessment. Workshops on the module's Moodle portal will provide both theoretical and practical insights, with additional resources to explore diverse digital marketing areas - social media, search, email, UX and more - to inform your digital campaigns. Independent study time will allow you to deepen and broaden your knowledge, helping you to apply and measure digital strategies effectively.

Additional methodologies include project-based learning, where you develop your marketing plans, fostering creativity and critical thinking. Guest lectures and industry collaborations provide you with up-to-date trends and practical insights. Workshops provide hands-on training in tools like Google Analytics, while collaborative group work within the workshops simulates real-world teamwork. Finally, reflective learning prompts you to critically assess your experiences, deepening your understanding of concepts and their application. These diverse approaches make the module dynamic and relevant to the evolving digital marketing landscape.

Workshops
Hours: 40
Intended Group Size: Cohort

Guided independent study
Hours: 260

Further Details Relating to Assessment

You will select a company, identify its digital marketing issues and prepare a comprehensive report.

Presentation: Through the presentation, critically analyse the company's digital marketing strategies using SWOT analysis.

Report: Based on your findings and the module content, write a detailed report. The report should include the following components:
- Select the local or international business using the digital marketing for their various business’s purposes
- Examine the company's digital marketing challenges using relevant metrics and analytics
- Benchmark the company’s digital marketing efforts against its competitors to identify best practices and missed opportunities
- Apply the various digital metrics and various strategic marketing models to calculate the effectiveness of the digital marketing such as SWOT analysis
- Critically evaluate the company’s strategies through a presentation, showcasing your findings
- Write a detailed report with strategic recommendations, supported by module concepts and data insights. In addition, highlight emerging trends and technologies in digital marketing that the company can adopt to stay competitive.

Formative assessment and feed-forward methods will be employed throughout this module at various points in the semester. Formative forms of assessment will include (but not exclusively): class-based activities, opportunities for draft pieces of work to be submitted for comments and feedback, drop-in sessions with the module tutor and peer-assessed (non-credit bearing) group presentations.

Full details are available in the Module Handbook.

Assessment:

001 Presentation; 10 minutes; Mid Term 2 50%
002 Individual Report; 3000 words; End of Term 2 50%

Fact File

Module Coordinator - Tahir Islam
Level - 7
Credit Value - 30
Pre-Requisites - NONE
Semester(s) Offered - 7PGS2

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