Introductory description

Marketing and Digital Analytics will provide participants with a range of analytical applications and methods within the context of marketing and digital domains. The module will incorpate a variety of cutting-edge techniques including artificial intelliengce, social media analytics, channel optimisation and a range of other applications. These will be presented within the context of the current challenges and opportunities within the marketing domain.

Module aims

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.

This module covers the following topics:

Trends and opportunities in the marketing and digital marketing domain
Working with marketing technology and customer data
Web and social media analytics
Machine learning and artifical intelligence
Personlisation and recommendations engines
Customer segmentation and clustering

Learning outcomes

By the end of the module, students should be able to:

• Demonstrate understanding of a range of marketing and digital analytics techniques
• Critically evaluate the key challenges and opportunities in marketing and digital marketing domains
• Demonstrate analytical skills

Indicative reading list

Reading lists can be found in Talis

Subject specific skills

Develop and apply appropriate analytical techniques to applied marketing settings
Select and utilise industry standard marketing and digital analytics technologies.
Implement a range of marketing analytics techniques and interpret the results.
Implement marketing and digital analytics methods and practices.

Transferable skills

Demonstrate professional communication skills.
Apply problem solving and time management skills