Web Marketing and Analytics - BUSN9134

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Module delivery information

Location Term Level1 Credits (ECTS)2 Current Convenor3 2024 to 2025
Spring Term 7 15 (7.5) Conrad Coelho checkmark-circle


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

Contact hours: 22

Private study hours: 128

Total hours: 150

Method of assessment

Main Assessment methods

VLE test (20%)

Individual website development report, 1500 words (30%)

Individual video presentation, 5 minutes (50%)

Reassessment methods

100% coursework

Indicative reading

See the library reading list for this module (Medway)

Learning outcomes

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.


  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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