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: 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 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

Indicative References and Reading List - URL:
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