Digital Marketing: Models and Analytics - BUSN9067

Looking for a different module?

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 module aims to equip students with advanced knowledge to lead and participate in the digital marketing efforts of organisations. It is based around the idea of digital business models and how they can be used to both attract and retain customers in an increasingly competitive environment. The module will also show how digital marketing analytics can enable organisations to make data driven decisions.

Indicative topics are:
The digital marketing environment;
Enabling technologies for digital marketing;
Digital business models
Social media;
Customers in the Internet age: knowing, reaching & retaining the customer;
Network effects and versioning
Loyalty, Customer Relationship Management and Data Mining;
Data protection, privacy and legal issues;
Digital marketing and globalisation
Awareness of some commonly used digital business applications and analytics models


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.
Back to top

University of Kent makes every effort to ensure that module information is accurate for the relevant academic session and to provide educational services as described. However, courses, services and other matters may be subject to change. Please read our full disclaimer.