Modules

Core Module Information
Module title: Digital Marketing Analytics
SCQF level: 10:
SCQF credit value: 20.00
ECTS credit value: 10
Module code: MKT10104
Module leader: Simone Kurtzke
School The Business School
Subject area group: Marketing
Prerequisites

There are no pre-requisites for this module to be added
Description of module content:

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 types of analytics including web and social media 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.
Learning Outcomes for module:

Upon completion of this module you will be able to

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.
Full Details of Teaching and Assessment
2025/6, Trimester 1, In Person,
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: In Person
Location of delivery: CRAIGLOCKHAR
Partner:
Member of staff responsible for delivering module: Simone Kurtzke
Module Organiser:


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)NESH Description
Face To Face Lecture 10 Lectures will introduce new topics each week to provide an overview of key concepts of digital marketing analytics.
Face To Face Tutorial 10 You will get hands-on experience. Interactive case studies based, as far as possible, on real organisations and real datasets: to help you apply what you have learned to real-world situations.
Online Guided independent study 180 Directed reading: Materials to help you learn more about specific topics in depth. Additional independent learning: we expect you to conduct further additional independent learning and digital skills practice to address any additional weaknesses and gaps you identify to achieve the required depth of applied learning. A reading list, online media and materials help you learn at your own pace and explore topics in more depth.
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words Description
Portfolio 30 2~3 Week 7 , WORDS= 1,000 A practice-based portfolio assessment consisting of analytics exercises applied to a case, with a 1,000-word wrap-around commentary.
Report 70 1~4 Week 13 , WORDS= 1500 words The report requires you to apply your knowledge of digital analytics to evaluate a client's marketing performance, and provide actionable recommendations for improvement based on your analysis.
Component 1 subtotal: 30
Component 2 subtotal: 70
Module subtotal: 100

Indicative References and Reading List - URL:
Digital Marketing Analytics
 

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