Study or practical experience of marketing at an appropriate level.

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.

Upon completion of the module, students 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.