Digital Marketing: Models and Analytics - BUSN9067

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Module delivery information

Location Term Level1 Credits (ECTS)2 Current Convenor3 2024 to 2025
Autumn Term 7 15 (7.5) Desmond Laffey checkmark-circle


The landscape of digital marketing is constantly evolving. In what ways can brands leverage new digital marketing models and how can analytics be used to create competitive advantage? You'll study exciting topics such as network effects, sharing economy platforms, multi-channel e-commerce and how brands can use analytics to position themselves in the digital environment. A range of digital marketing models will be explored and you'll be exposed to analytical techniques which help you to make data-driven decisions based on how online consumers actually behave.


Contact hours

Private study hours:128
Contact hours: 22
Total study: 150

Method of assessment

Main assessment methods
VLE test (Moodle quiz) (20%)
Analytics (software) exercise (20%). This is an exercise to be done in the students' own time. Software is used to analyse data and the results are then written up. (1,000 words).
Individual Report (60%). (2,500 words)

Reassessment methods
100% coursework

Indicative reading

See the library reading list for this module (Canterbury)

Learning outcomes

The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
1 Evaluate the role of the Internet and other digital technologies in marketing
2 Critically assess the threats faced in the digital marketing environment
3 Appraise the crucial issues in the implementation of digital marketing across different business sectors
4 Critically analyse digital business models and how they explain modern digital marketing
5 Evaluate the different methods of attracting and retaining online customers and how digital marketing analytics helps achieves these aims
6 Critically evaluate the role of social media marketing and its limitations.

The intended generic learning outcomes.
On successfully completing the module students will be able to:
1 Select, organise, develop and synthesise complex material
2 Work under own initiative;
3 Demonstrate a synoptic view of business
4 Address and critically evaluate complex problems
5 Present a logical case/argument


  1. Credit level 7. Undergraduate or postgraduate masters level module.
  2. ECTS credits are recognised throughout the EU and allow you to transfer credit easily from one university to another.
  3. The named convenor is the convenor for the current academic session.
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