Study or practical experience of marketing at an appropriate level.

In this module, you will learn about the theory, principles, and practice of digital marketing analytics. You’ll be introduced to the fundamentals of data and digital analytics in the context of applied marketing and communications management. You’ll 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, allowing you to develop not only a theoretical understanding of data-driven marketing but also gain practical skills highly valued by employers.

LO1: Evaluate the scope and role of Digital Analytics in modern marketing practice.
LO2: Assess the main tools and concepts of Digital Marketing Analytics.
LO3: Critically interpret and evaluate results created by Digital Marketing Analytics techniques.
LO4: Apply Digital Marketing Analytics in a business context to improve an organisation’s marketing performance.