Theory, principles and practice of Digital Marketing Analytics. The module explains the fundamentals of data and digital analytics in the context of applied marketing and communications management. Areas covered include 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.