2024/5, Trimester 1, Blended, Edinburgh Napier University
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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: | |
Student Activity (Notional Equivalent Study Hours (NESH)) |
Mode of activity | Learning & Teaching Activity | NESH (Study Hours) | NESH Description |
Face To Face | Lecture | 12 | Lectures will introduce new topics and provide an overview of key concepts including web analytics, social media analytics, AI and algorithms, data-driven marketing, ethics and governance. |
Face To Face | Tutorial | 24 | Computer labs will give you hands-on experience in analytics and AI tools. Interactive case studies based, as far as possible, on real organisations and real datasets: to help you apply what you have learned to real-world situations. |
Online | Guided independent study | 164 | Directed reading: Textbook chapters corresponding to the lectures help you learn more about specific topics in depth. Additional independent learning: we expect you to conduct further undertake additional independent learning and digital skills practice to address any additional weaknesses and gaps you identify to achieve the required depth of applied learning. A reading list and audio, video and online materials help you learn at your own pace and explore topics in more depth. |
| Total Study Hours | 200 | |
| Expected Total Study Hours for Module | 200 | |
Assessment |
Type of Assessment | Weighting % | LOs covered | Week due | Length in Hours/Words | Description |
Portfolio | 30 | 2~3 | Week 7 | , WORDS= 1000 | A practice-based portfolio assessment consisting of analytics exercises and a 1,000-word commentary contextualising these within data-driven marketing. |
Oral Presentation | 70 | 1~4 | Week 13 | HOURS= 15 min
500word | A 15-minute-recorded presentation on a contemporary strategic issue of digital analytics in marketing, with a 500-word written commentary to reflect on strengths and weaknesses of the proposed approach. |
Component 1 subtotal: | 30 | | |
Component 2 subtotal: | 70 | | | | |
Module subtotal: | 100 | | | | |