Study or practical experience of marketing at an appropriate level.

In this module, you will develop in-depth understanding of the theory, practice and managerial implications of using digital analytics as part of an organisation’s marketing strategy. The syllabus will introduce you to key principles and challenges, including the analysis and evaluation of data from social media, websites and search marketing to improve marketing performance. You will engage with a range of literature to reflect critically on contemporary issues and evaluate the role of big data ethics in an organisational context. In addition, you will get hands-on experience in key digital analytics tools used by marketing practitioners, resulting in strong strategic and applied knowledge in digital analytics upon successful completion of the module.

LO1: Critically evaluate the role of Digital Analytics in business strategy.
LO2: Define and analyse commonly used Digital Analytics metrics and KPIs in the context of marketing objectives.
LO3: Demonstrate a critical understanding of the main tools and techniques involved in data-driven marketing.
LO4: Critically appraise the ethical implications of Digital Analytics on business practice.