Modules

Core Module Information
Module title: Digital Marketing Analytics
SCQF level: 10:
SCQF credit value: 20.00
ECTS credit value: 10
Module code: MKT10402
Module leader: Fabio Neves Da Rocha
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 web analytics, social media analytics, and other types of digital analytics, with a focus on deriving insights from digital data to make informed marketing decisions.
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
2026/7, Trimester 1, Online (fully o,
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: Online (fully o
Location of delivery: ONLINE
Partner:
Member of staff responsible for delivering module: Fabio Neves Da Rocha
Module Organiser:


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)NESH Description
Independent Learning Practical classes and workshops 12 A weekly online live academic session with the module teaching team. These sessions cover the content and provide opportunities for you to ask questions about the module and the assessments.
Online Guided independent study 188 For your independent learning, you will read course materials and explore topics related to the subject area at your own pace. A range of online resources (e.g., articles, textbooks, videos, case studies, etc.) will be available to help you gain a deep understanding of the module content.
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words Description
Class Test 10 1~2~3~4 Week 13 HOURS= 10xquizzes There are 10 end-of-unit tests and you are required to complete each test after finishing the reading for the unit.
Report 90 1~4 Week 13 , WORDS= 2000 words The report requires you to apply your knowledge of digital analytics to assess and evaluate a client's marketing performance, and provide actionable recommendations for improvement based on your analysis.
Component 1 subtotal: 100
Component 2 subtotal: 0
Module subtotal: 100
2026/7, Trimester 2, Online (fully o,
VIEW FULL DETAILS
Occurrence: 002
Primary mode of delivery: Online (fully o
Location of delivery: ONLINE
Partner:
Member of staff responsible for delivering module: Fabio Neves Da Rocha
Module Organiser:


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)NESH Description
Independent Learning Practical classes and workshops 12 A weekly online live academic session with the module teaching team. These sessions cover the content and provide opportunities for you to ask questions about the module and the assessments.
Online Guided independent study 188 For your independent learning, you will read course materials and explore topics related to the subject area at your own pace. A range of online resources (e.g., articles, textbooks, videos, case studies, etc.) will be available to help you gain a deep understanding of the module content.
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words Description
Class Test 10 1~2~3~4 Week 13 HOURS= 10xquizzes There are 10 end-of-unit tests and you are required to complete each test after finishing the reading for the unit.
Report 90 1~4 Week 13 , WORDS= 2000 words The report requires you to apply your knowledge of digital analytics to assess and evaluate a client's marketing performance, and provide actionable recommendations for improvement based on your analysis.
Component 1 subtotal: 100
Component 2 subtotal: 0
Module subtotal: 100

Indicative References and Reading List - URL:
Contact your module leader
 

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