Core Module Information
Module title: Digital Analytics Strategy

SCQF level: 11:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: MKT11110
Module leader: Simone Kurtzke
School The Business School
Subject area group: Marketing

Study or practical experience of marketing at an appropriate level.

Description of module content:

In this module, you will develop in-depth understanding of the theory, practice and managerial implications of using digital analytics as part of an organisation’s marketing strategy. The syllabus will introduce you to key principles and challenges, including the analysis and evaluation of data from social media, websites and search marketing to improve marketing performance. You will engage with a range of literature to reflect critically on contemporary issues and evaluate the role of big data ethics in an organisational context. In addition, you will get hands-on experience in key digital analytics tools used by marketing practitioners, resulting in strong strategic and applied knowledge in digital analytics upon successful completion of the module.

Learning Outcomes for module:

LO1: Critically evaluate the role of Digital Analytics in business strategy.
LO2: Define and analyse commonly used Digital Analytics metrics and KPIs in the context of marketing objectives.
LO3: Demonstrate a critical understanding of the main tools and techniques involved in data-driven marketing.
LO4: Critically appraise the ethical implications of Digital Analytics on business practice.

Full Details of Teaching and Assessment
2022/3, Trimester 1, BLENDED, Edinburgh Napier University
Occurrence: 001
Primary mode of delivery: BLENDED
Location of delivery: CRAIGLOCKHAR
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Simone Kurtzke
Module Organiser:

Learning, Teaching and Assessment (LTA) Approach:
In this module you will develop an applied and critical approach to learning. Delivery uses face-to-face classroom and IT lab sessions for digital skills practice. You will explore key issues and concepts of digital analytics through applying these in the context of relevant case study examples or your own business. In order to identify current theories and issues, you are expected to access relevant quality journals, use online databases and become familiar with key analytics tools and resources. From the outset you will engage both with the content, theories, and models of digital analytics as well as its application. Assessment is designed to be scaffolded through the learning process with opportunities for peer and module leader feedback at key points. Soft skills including communication and collaboration skills are embedded through group exercises, presentations, and class discussions. Learning activities integrate subject knowledge, digital business skills and soft skills and by building these in a complementary way, you will be able to gain both strategic and applied knowledge.

Formative Assessment:
There are two formative tasks, each of which align with the summative assessment. In week 4, you will undertake and present a data analytics exercise. In week 10, you will undertake and present an essay outline and structure. Both of these assessments will serve as a 'real time' checkpoint of your progressing understanding of subject-related concepts.

Summative Assessment:
You will be assessed against two pieces of summative assignments. The first piece of coursework is a practice-based portfolio assessment consisting of practical analytics exercises and a 1,000-word-wraparound commentary contextualising these within data-driven marketing (LO2, LO3; weighted 30%). The second piece of coursework is a critical essay on a contemporary strategic issue of digital analytics (LO1, LO4; weighted 70%).

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 12
Face To Face Tutorial 24
Independent Learning Guided independent study 164
Total Study Hours200
Expected Total Study Hours for Module200

Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Portfolio 30 2,3 7 HOURS= 00.00, WORDS= 1000
Essay 70 1,4 13 HOURS= 00.00, WORDS= 2500
Component 1 subtotal: 30
Component 2 subtotal: 70
Module subtotal: 100

Indicative References and Reading List - URL:
Digital Analytics Strategy