Web Marketing and Analytics - CB9134

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Module delivery information

Location Term Level1 Credits (ECTS)2 Current Convenor3 2021 to 2022
Spring 7 15 (7.5) DR E Mogaji 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.
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


Contact hours

24 hours: lectures and lab-based seminars



Method of assessment

100% coursework

Indicative reading

Kaushik, A. (2009). Web analytics 2.0: The art of online accountability and science of customer centricity. 1st ed. Sybex. ISBN-10: 0470529393.

Beasley, M. (2013). Practical web analytics for user experience: How analytics can help you understand your users, 1st ed. Morgan Kaufmann. ISBN-10: 0124046193

See the library reading list for this module (Medway)

Learning outcomes

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.


  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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