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Marketing Analytics (Undergraduate)


  • Credit value: 15 credits at Level 5
  • Convenor: to be confirmed
  • Assessment: a 3500-word report (100%)

Module description

The internet and web applications have fundamentally changed nearly every aspect of our daily lives. Marketing practitioners have shifted their efforts online. Furthermore, social media has become fundamental to the way that people connect and communicate with each other. It not only provides marketing practitioners with a means of communicating with their customers, but also a way to better understand their customers. This module introduces you to the role of digital marketing, and in particular focuses on the analysis of social media data, marketing and web analytics.

Indicative module syllabus

  • Marketing and web analytics (e.g. Google ads, web analytics)
  • Social media marketing data (Twitter, Facebook, YouTube, etc.)
  • Marketing analysis (e.g. auditing, competitor analysis)
  • Advanced marketing techniques, e.g. text mining (sentiment, topic models)

Learning objectives

By the end of this module, you will be able to:

  • demonstrate a systematic understanding of the role of web analytics and social media analytics within the digital marketing landscape
  • demonstrate a comprehensive understanding of the strategic and operational aspects of marketing analytics tools and technologies and how marketing analytics can influence and create new marketing levers
  • critically apply web intelligence to improve the outcomes of marketing or business plans within the context of the modern business and its international context
  • use marketing applications and to support information retrieval, data analysis and communication
  • explore the ethical dimensions of marketing analytics.