The Internet and web applications have fundamentally changed nearly every aspect of our daily lives. Marketing practitioners have shifted their efforts online. This module aims to help students recognise the role of web analytics within the digital marketing landscape, and practically apply web analytics tools and technologies to monitor performance of web based marketing activities.
Indicative topics to be covered are likely to include:
Introduction to web analytics and web data driven marketing
Web server log analysis
Web metrics and key web performance Indicators
Web monitoring and trends analysis
Dashboard design
Navigation analysis
Online advertising
Future trends of web analytics
Ethics of web analytics
Contact hours: 22
Private study hours: 128
Total hours: 150
Main Assessment methods
VLE test (20%)
Individual website development report, 1500 words (30%)
Individual video presentation, 5 minutes (50%)
Reassessment methods
100% coursework
See the library reading list for this module (Medway)
The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
- Demonstrate a systematic understanding of the role of web analytics within the digital marketing landscape.
- Demonstrate a comprehensive understanding of the strategic and operational aspects of Web analytics tools and technologies and how Web analytics can influence and create new marketing levers.
- Demonstrate creativity in the application of web/social/mobile analytics platforms to monitor and track of web-based marketing activities.
- Critically apply web intelligence to improve the outcomes of marketing or business plans within the context of the modern business and its international context.
The intended generic learning outcomes.
On successfully completing the module students will be able to:
- Demonstrate an ability to work pro-actively to formulate business plan and problem solutions.
- Exhibit analytical and evaluative skills.
- Plan work and study independently.
- Effectively communicate information, arguments and analysis in a variety of forms.
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