Module Database Search
MODULE DESCRIPTOR | |||
---|---|---|---|
Module Title | |||
Marketing Analytics | |||
Reference | CB3103 | Version | 2 |
Created | February 2024 | SCQF Level | SCQF 9 |
Approved | July 2018 | SCQF Points | 15 |
Amended | April 2024 | ECTS Points | 7.5 |
Aims of Module | |||
---|---|---|---|
This module explores the use and application of analytics in a marketing context. It reviews key concepts, platforms and techniques that will enable you to understand, interpret and apply marketing data. |
Learning Outcomes for Module | |
---|---|
On completion of this module, students are expected to be able to: | |
1 | Understand data and analytics platforms and principles and their application in a marketing environment |
2 | Identify, define, and analyse commonly used metrics and KPIs in digital and marketing analytics |
3 | Demonstrate knowledge of how data can be used in combination with fundamental marketing concepts in a practical context |
Indicative Module Content |
---|
Marketing analytics frameworks and tools; marketing data types and value; machine learning, AI and marketing; predictive analytics; algorithmic marketing; marketing automation; programmatic advertising; message and content optimisation; online campaign optimisation; customer profiling, segmentation and personalisation; eCRM; social network analytics; marketing analytics in organisations. This module engages students with UNESCO's Education for Sustainable Development competencies including the Sytems Thinking, Normative, Strategic, Collaboration, and Integrated Problem Solving competencies. These are approached through a collaborative, industry project where students have to solve a complex Marketing Analytics problem developing innovative solutions. |
Module Delivery |
---|
The module is delivered in taught mode by lectures, interactive group discussions, case studies and self-directed study |
Indicative Student Workload | Full Time | Part Time |
---|---|---|
Contact Hours | 36 | N/A |
Non-Contact Hours | 114 | N/A |
Placement/Work-Based Learning Experience [Notional] Hours | N/A | N/A |
TOTAL | 150 | N/A |
Actual Placement hours for professional, statutory or regulatory body |   |   |
ASSESSMENT PLAN | |||||
---|---|---|---|---|---|
If a major/minor model is used and box is ticked, % weightings below are indicative only. | |||||
Component 1 | |||||
Type: | Coursework | Weighting: | 100% | Outcomes Assessed: | 1, 2, 3 |
Description: | Group Portfolio Assessment |
MODULE PERFORMANCE DESCRIPTOR | |
---|---|
Explanatory Text | |
The calculation of the overall grade for this module is based on 100% weighting of C1. An overall minimum grade D is required to pass the module. | |
Module Grade | Minimum Requirements to achieve Module Grade: |
A | The student needs to achieve an A in C1. |
B | The student needs to achieve an B in C1. |
C | The student needs to achieve an C in C1. |
D | The student needs to achieve an D in C1. |
E | The student needs to achieve an E in C1. |
F | The student needs to achieve an F in C1. |
NS | Non-submission of work by published deadline or non-attendance for examination |
Module Requirements | |
---|---|
Prerequisites for Module | None. |
Corequisites for module | None. |
Precluded Modules | None. |
INDICATIVE BIBLIOGRAPHY | |
---|---|
1 | BILAL, A. et al. (2021). Social Big Data Analytics: Practices, Techniques, and Applications. Singapore: Springer |
2 | CAO, J. (2023). E-Commerce Big Data Mining and Analytics. Singapore: Springer |
3 | CHAFFEY, D. & F. ELLIS-CHADWICK (2022). Digital Marketing: Strategy, Implementation and Practice. Upper Saddle River: Pearson |
4 | CHAFFEY, D. & PR SMITH (2023). Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing. Florence: Taylor and Francis |
5 | FINLAY, S. (2014). Predictive Analytics, Data Mining and Big Data: Myths, Misconceptions and Methods. New York: Palgrave |
6 | MU, H. (2019). Highly Effective Marketing Analytics: A Practical Guide to Improving Marketing ROI with Analytics. New York: Business Expert Press |
7 | SPONDER, M. and KHAN G.F.(2017). Digital Analytics for Marketing. New York: Routledge |
8 | VERHOEF, P.; E. KOOGE and N. Walk (2016). Creating Value with Big Data Analytics. New York: Routledge |