WM9K4-15 Digital Analytics & Marketing Technology
Introductory description
Modern digital marketing practice is as much dependent on a suite of technologies and information systems, as it is on strategies and marketing technique. Commonly these include a mixture of digital and data technologies that underpin each stage of the marketing lifecycle, from initial research through to campaign analysis and customer retention. The ultilisation of such data and techniques has become an essential toolkit for implementing and optimising modern digital marketing strategy.
Module aims
The module aims to expose participants to the latest in marketing and big data technologies, and
apply them to a range of digital marketing scenarios. To do this module seeks to provide digital marketing students with an overview and first-hand experience of a range of these technologies including:
- data visualisation,
- customer analytics tools,
- social media analytics,
- marketing automation,
- artificial intelligence,
- cloud computing,
- mobility,
- internet of things
Outline syllabus
This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.
a) What is marketing technology?
- Marketing technology fundamentals
- Information architecture
- Marketing automation
b) Digital analytics
- Google analytics and digital analytics techniques
- Social media, internet of things and APIs
- Social media analytics
- Artificial intelligence and machine learning
c) Business analytics
- Marketing analytics
- Data visualisation & dashboards
- Customer segmentation technologies
d) Marketing automation & mobility
- Mobile technology and location marketing
- Multivariate and A/B testing
- Chatbots and personalisation
- Automation technologies
e) Cloud computing
- Cloud fundamentals
- Cloud migration
- Cloud native computing
f) A practical simulation of the above topics
Learning outcomes
By the end of the module, students should be able to:
- Demonstrate a comprehensive understanding of the uses of digital data and marketing technologies in modern business
- Critically analyse the systematic and operational risk associated with a business’ information architecture, and develop appropriate mitigation and management strategies
- Critically evaluate a range of real-world marketing technology solutions, and determine their applicability and suitability to a range of different use cases
- Interpret complex business requirements and develop appropriate, higher-level solutions and designs
Interdisciplinary
A mixture of technology/computing topics and business topics
International
Topics are of high international demand
Subject specific skills
Digital analytics, clustering, visualisation, cloud computing, IT architecture
Transferable skills
Presentation skills, data analysis, research, teamwork, IT architecture, critical thinking
Study time
| Type | Required |
|---|---|
| Lectures | 15 sessions of 1 hour (10%) |
| Seminars | 15 sessions of 1 hour (10%) |
| Online learning (independent) | 15 sessions of 1 hour (10%) |
| Assessment | 105 hours (70%) |
| Total | 150 hours |
Private study description
No private study requirements defined for this module.
Costs
No further costs have been identified for this module.
You do not need to pass all assessment components to pass the module.
Assessment group A
| Weighting | Study time | |
|---|---|---|
| Digital Marketing Data Analytics Evaluation | 20% | 10 hours |
|
Analysis, visualisation and interpretation of a given digital marketing scenario and data set |
||
| Post Module Assignment | 70% | 90 hours |
|
A business-style report discussing core topics in digital analytics and marketing technology |
||
| Online Data Visualisation Board | 10% | 5 hours |
|
Development of an online data visualisation board |
||
Assessment group R
| Weighting | Study time | |
|---|---|---|
| Post Module Assignment | 100% | |
|
A business-style report discussing core topics in digital analytics and marketing technology |
||
Feedback on assessment
Verbal feedback for in-module element. Written feedback and annotated scripts for post-module
element
Courses
This module is Optional for:
- Year 1 of TWMS-H1S4 Postgraduate Taught e-Business Management (Full-time)