Digital analytics produces a wealth of data-driven insights that enable marketing managers to evaluate the success of digital and social media marketing initiatives as well as forecasting trends to inform future marketing decisions. You'll learn how to use a range of analytical tools to interpret and evaluate data on consumer behaviour and preferences, social media engagement and the effectiveness of different digital marketing tools using key performance indicators (KPIs) specific to digital and social media campaigns. This will equip you with the analytical and data skills necessary to interpret digital data, enhancing your employability and preparing you for roles that require adeptness in leveraging analytics for strategic advantage.
Lecture 16, PC Lab 16
Group Presentation (15 minutes) worth 20%.
Individual Report (3000 words) worth 80%.
Reassessment Method: 100% Written Assessment – Individual Report – 3,000 words
On successfully completing the module, students will be able to:
Utilise analytics accurately to understand social media audience behaviour and preferences.
Understand and critically evaluate key performance indicators (KPIs) specific to digital and social media campaigns.
Critically evaluate the effectiveness of different digital marketing tools and methods.
Use predictive analytics to forecast trends and make judgements about future marketing decisions.
Effectively leverage data to create, inform, and optimise marketing strategies.
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