Modules

Core Module Information
Module title: Digital Analytics Strategy (Hong Kong)
SCQF level: 11:
SCQF credit value: 20.00
ECTS credit value: 10
Module code: MKT11910
Module leader: Mark Passera
School The Business School
Subject area group: Marketing
Prerequisites

There are no pre-requisites for this module to be added
Description of module content:

The module develops 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:

Upon completion of this module you will be able to

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
2024/5, Trimester 2, In Person,
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: In Person
Location of delivery: HONG KONG
Partner:
Member of staff responsible for delivering module: Mark Passera
Module Organiser:


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)NESH Description
Other Practical classes and workshops 30 Workshops will introduce new topics and provide an overview of key concepts We will encourage in class discussion and ethical reflection - this will be linked to technological transformation The independent online courses (Google Analytics) will provide you with hands on experience and experience with analytical tools plus software
Online Guided independent study 170 Directed reading - wee will assign directed readings to assist in your critical review of specific topics in depth. It is expected that you will conduct further independent research to extend your knowledge and to address any areas of uncertainty. There will be a range on online material and links to additional resources both within the library and outwith.
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words Description
Portfolio 30 2~3 Week 7 , WORDS= 1000 words 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%).
Essay 70 1~3~4 Week 13 , WORDS= 2500 The second piece of coursework is a critical essay on a contemporary strategic issue of digital analytics (LO1, LO4; weighted 70%.
Component 1 subtotal: 30
Component 2 subtotal: 70
Module subtotal: 100
2024/5, Trimester 3, IN PERSON,
VIEW FULL DETAILS
Occurrence: 002
Primary mode of delivery: IN PERSON
Location of delivery: HONG KONG
Partner:
Member of staff responsible for delivering module: Mark Passera
Module Organiser:


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)NESH Description
Other Practical classes and workshops 30 Workshops will introduce new topics and provide an overview of key concepts We will encourage in class discussion and ethical reflection - this will be linked to technological transformation The independent online courses (Google Analytics) will provide you with hands on experience and experience with analytical tools plus software
Online Guided independent study 170 Directed reading - wee will assign directed readings to assist in your critical review of specific topics in depth. It is expected that you will conduct further independent research to extend your knowledge and to address any areas of uncertainty. There will be a range on online material and links to additional resources both within the library and outwith.
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words Description
Portfolio 30 2~3 Week 7 , WORDS= 1000 words 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%).
Essay 70 1~3~4 Week 13 , WORDS= 2500 The second piece of coursework is a critical essay on a contemporary strategic issue of digital analytics (LO1, LO4; weighted 70%.
Component 1 subtotal: 30
Component 2 subtotal: 70
Module subtotal: 100

Indicative References and Reading List - URL:
Digital Analytics Strategy (Hong Kong)
 

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