Analytics in Digital Marketing
| Module title | Analytics in Digital Marketing |
|---|---|
| Module code | BEM2060 |
| Academic year | 2025/6 |
| Credits | 15 |
| Module staff | Dr Nataliia Pysarenko (Convenor) |
| Duration: Term | 1 | 2 | 3 |
|---|---|---|---|
| Duration: Weeks | 11 |
| Number students taking module (anticipated) | 150 |
|---|
Module description
Summary:
This module will provide you with insights into the tools and techniques needed to effectively measure organisations’ digital marketing activities. With a focus on integrating data from web, social media and search platforms, this module will enable you to develop practical and actionable insights to support effective marketing planning. Using both real-world data and active scenarios, this module will address themes such as digital assets performance, campaign performance, campaign testing, audience sentiment, user experience and integrated analytics (performance marketing).
Employability:
Alongside building a strong understanding of the extent and level of data available to modern marketers, this module will support you to develop applied analytical skills. These skills will be invaluable in helping you to evaluate and justify clear, evidence-led recommendations for organisations.
As BEM1019 Fundamentals of Marketing is the only pre-requisite module, the Analytics in Digital Marketing module could be suitable for specialist and non-specialist students.
Module aims - intentions of the module
This module aims to introduce a practical approach to marketing analytics, focusing on the most common data sources and metrics used in current marketing practice.
Taking you step-by-step through the practical application of analysis principles, this module will enable you to identify the meaningful patterns and indicators that support evidence-led decision making in marketing.
By identifying reliable sources and maximising the effectiveness of the available data, you will learn how to use these findings appropriately and effectively to inform your future marketing recommendations.
Intended Learning Outcomes (ILOs)
ILO: Module-specific skills
On successfully completing the module you will be able to...
- 1. Collate, interpret, utilise and visualise data from a wide range of different digital and off-line sources
- 2. Utilise relevant tools and platforms to identify and effectively analyse relevant digital data
ILO: Discipline-specific skills
On successfully completing the module you will be able to...
- 3. Utilise relevant techniques, theories and practices to effectively measure and interpret marketing performance
- 4. Effectively utilise marketing data to support organisational decision making
ILO: Personal and key skills
On successfully completing the module you will be able to...
- 5. Apply analytical techniques
- 6. Understand the value of data and technology in supporting organisational success
Syllabus plan
Indicative themes considered in the module will include:
- Concept of Digital analytics. Site-centric, user-centric, frame-centric analytics.
- Web analytics
- Algorithms: what we do and don’t know
- Integrated analytics. Performance marketing
- Social media metrics and audience analysis
- Sentiment & trend analysis
- Customer journey analytics
- Campaign testing
- Performance dashboards
Learning activities and teaching methods (given in hours of study time)
| Scheduled Learning and Teaching Activities | Guided independent study | Placement / study abroad |
|---|---|---|
| 22 | 128 | 0 |
Details of learning activities and teaching methods
| Category | Hours of study time | Description |
|---|---|---|
| Scheduled Learning and Teaching Activity | 22 | Lectures/tutorials |
| Guided Independent Study | 128 | Reading, research & individual assignments |
Formative assessment
| Form of assessment | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|
| Seminar exercises, Q&A | During tutorials | 1-5 | In class, oral |
| Interactive quizzes | During lectures | 1-6 | In class, oral and in presentation slides |
Summative assessment (% of credit)
| Coursework | Written exams | Practical exams |
|---|---|---|
| 100 | 0 | 0 |
Details of summative assessment
| Form of assessment | % of credit | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|---|
| Individual report | 100 | 3,000-word equivalent | 1-6 | Written feedback |
Details of re-assessment (where required by referral or deferral)
| Original form of assessment | Form of re-assessment | ILOs re-assessed | Timescale for re-assessment |
|---|---|---|---|
| Individual assignment | Individual assignment | 1-6 | Referral/deferral period |
Re-assessment notes
Deferral – if you have been deferred for any assessment you will be expected to submit the relevant assessment. The mark given for a re-assessment taken as a result of deferral will not be capped and will be treated as it would be if it were your first attempt at the assessment.
Referral – if you have failed the module overall (i.e. a final overall module mark of less than 40%) you will be expected to submit the relevant assessment. The mark given for a re-assessment taken as a result of referral will be capped at 40%.
Indicative learning resources - Basic reading
- Sponder, M., & Khan, G. F. (2018). Digital analytics for marketing. Routledge.
Indicative learning resources - Web based and electronic resources
Additional reading will also be detailed on the module ELE2 pages.
Indicative learning resources - Other resources
- Hemann, C. & Burbary, K. (2018) Digital marketing analytics: making sense of consumer data in a digital world. US, Pearson.
- Chaffey, D. & Ellis-Chadwick, F. (2022). Digital Marketing: Strategy, Implementation and Practice, 8th Edition. Pearson Education Limited.
- Palmatier, R. W., & Sridhar, S. (2017). Marketing strategy based on first principles and data analytics. London: Palgrave.
| Credit value | 15 |
|---|---|
| Module ECTS | 7.5 |
| Module pre-requisites | BEM1019 Fundamentals of Marketing |
| Module co-requisites | None |
| NQF level (module) | 5 |
| Available as distance learning? | No |
| Origin date | 22/1/2024 |
| Last revision date | 20/01/25 |
