Core Module Information
Module title: Digital Marketing Analytics (Hong Kong)

SCQF level: 10:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: MKT10904
Module leader: Andrew Kincaid
School The Business School
Subject area group: Marketing
Prerequisites

Study or practical experience of marketing at an appropriate level.

Timetables
Description of module content:

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.

Learning Outcomes for module:

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.

Full Details of Teaching and Assessment
2022/3, Trimester 2, FACE-TO-FACE,
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: FACE-TO-FACE
Location of delivery: HONG KONG
Partner:
Member of staff responsible for delivering module: Andrew Kincaid
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
Learning & teaching methods including their alignment to LOs: The module is taught in a number of lectures along with supporting tutorials. A core textbook is used and a number of industry and academic sources will be recommended. Students gain experience of a Digital learning environment and planning study autonomously. The Module Leader will also give online support and relevant teaching materials in
Moodle. Embedding of employability/PDP/scholarship skills: Students complete a short Digital Analytics course that will equip them with practical skills in the main tool used in industry and write a digital marketing analytics report (Assignment 1). Students also write an analytics business briefing paper (Assignment 2). Both assignments require students to evaluate both academic and practitioner sources to allow critical engagement and facilitate deep understanding of how theory applies to practice. Research/teaching linkages: The searching for appropriate sources in the above assignments ensure familiarity with recent research. Supporting equality and diversity: The delivery mode is adaptable and suited to both full and part-time students. Internationalisation. Examples from Europe, the US and the Far East are used and student-generated examples are encouraged. Summative Assessment: Assignment 1 is an individual assessment (LO1, 2, 3, 4). It consists of a short online course resulting in an industry certification in Digital Analytics (10%) and a written digital marketing analytics report (1,000 words, 40%). Assignment 2 is an individual written report (LO1, 2) in the form of a business briefing paper (1,000 words, 50%).


Formative Assessment:
Formative assessment takes place throughout the weeks of attendance.

Summative Assessment:
Summative Assessment: Assignment 1 is an individual assessment (LO1, 2, 3, 4). It consists of a short online course resulting in an industry certification in Digital Analytics (10%) and a written digital marketing analytics report (1,000 words, 40%). Assignment 2 is an individual written report (LO1, 2) in the form of a business briefing paper (1,000 words, 50%).


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 15
Face To Face Tutorial 15
Independent Learning Guided independent study 170
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Practical Skills Assessment 10 1, 2 9 HOURS= 00.00, WORDS= 0
Report 40 2, 3, 4 9 HOURS= 00.00, WORDS= 1000
Report 50 1,2 13 , WORDS= 1000
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100

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