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Marketing Analytics


  • Credit value: 15 credits at Level 7
  • Convenor and tutor: to be confirmed
  • Assessment: a 4000-word report (100%)

Module description

The internet has meant that organisations now have access to significant data on customer behaviour. How they market products and services to customers has therefore changed significantly, with a focus on digital marketing strategies.

In this module we introduce you to the role of digital marketing and, in particular, focus on the analysis of social media data, marketing and web analytics.

Indicative syllabus

  • Social media data (X, Facebook, YouTube, etc.)
  • Social network analysis
  • Text mining (sentiment, topic models)
  • Sentiment analysis
  • Marketing and web analytics (e.g. Google ads, web analytics)

Learning objectives

By the end of this module, you will:

  • understand the internal and external environmental factors that affect organisational decision-making
  • have in-depth knowledge and understanding of the role of business analytics in solving complex organisational problems and supporting strategic decision-making
  • understand the application of data analytics, statistics and forecasting techniques and tools to support decision-making
  • be proficient in the use of spreadsheets, databases, data analytics and simulation-based technologies and tools, statistical analysis software and web-based packages to analyse and evaluate different types of data
  • be able to communicate effectively with different audiences, either orally or in writing, through data analytics.