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

Study or practical experience of marketing at an appropriate level.

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 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.

Learning Outcomes for module:

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
2022/3, Trimester 1, FACE-TO-FACE,
Occurrence: 001
Primary mode of delivery: FACE-TO-FACE
Location of delivery: CRAIGLOCKHAR
Member of staff responsible for delivering module: Simone Kurtzke
Module Organiser:

Learning, Teaching and Assessment (LTA) Approach:
The learning and teaching approach has been designed to facilitate your engagement with the
fundamentals of digital marketing analytics in the context of a customer-first experience economy, increasingly facilitated by technology. The module follows a weekly lecturing approach, where the lectures and tutorials are delivered by the module team on a weekly basis. To achieve all Learning Outcomes you are required to actively participate and engage with the module and its contents on a weekly basis. You are required to undertake independent reading, to attempt class exercises and think about your own consumer experiences in relation to digital and data-driven marketing. You should also be willing to share your ideas with others. Attendance, participation, and independent reading is essential if a high standard of work is to be achieved. Module delivery includes face-to-face sessions and IT lab sessions for digital skills practice. Assessment is designed to be scaffolded through the learning process with opportunities for peer and module leader feedback at key points. Soft skills including communication and collaboration skills are embedded through group exercises, presentations, and class discussions. Learning activities integrate subject knowledge, digital business skills and soft skills and by building these in a complementary way, you will be able to gain both strategic and applied knowledge of digital marketing analytics.

Formative Assessment:
There are two formative tasks, each of which align with the summative assessment. In week 5, you will undertake and present a digital analytics exercise. In week 10, you will undertake and present a report outline and structure. Both of these assessments will serve as a 'real time' checkpoint of your progressing understanding of subject-related concepts.

Summative Assessment:
You will be assessed against two pieces of summative assignments. Assignment 1 is an individual assessment (LO2). It consists of a short online course resulting in an industry certification in digital analytics (10%). Assignment 2 is an individual digital analytics business report (LO1,3,4) with a word count of 2,000 words (90%).

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 12
Face To Face Tutorial 12
Independent Learning Guided independent study 176
Total Study Hours200
Expected Total Study Hours for Module200

Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Practical Skills Assessment 10 2 7 HOURS= 01.00
Report 90 1,3,4 13 , WORDS= 2000
Component 1 subtotal: 10
Component 2 subtotal: 90
Module subtotal: 100

Indicative References and Reading List - URL:
Digital Marketing Analytics