In day-to-day life, consumers and companies generate large amounts of data all over the web that could provide valuable and useful business insights. The data collected through digital marketing research and market intelligence processes help companies with data-driven strategic decision making. Digital marketing intelligence refers to the wider market, and the information that can be gleaned from its various sources. Digital marketing research provides a link between the consumer and public, through information that is used to identify and define marketing opportunities and problems, to initiate marketing action, and to improve marketing performance. This module aims to provide students with an understanding of the methods used in digital marketing research and intelligence, and their roles in supporting marketing decisions.
Indicative topics to be covered are likely to include:
a. Digital marketing research process and contemporary digital marketing intelligence
b. Introduction to digital marketing data sources and data collection tools
c. Qualitative digital marketing research methods and its applications
d. Quantitative digital marketing research methods and its applications
e. Introduction to online analytics solutions (e.g., Google analytics)
f. Ethical issues in digital marketing studies
Private Study: 126
Contact Hours: 24
Total: 150
Main assessment methods:
Individual report, 3000 words (70%)
Group video presentation, 10 minutes (30%)
Reassessment methods:
100% coursework
See the library reading list for this module (Canterbury)
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 and comprehensive knowledge and understanding of core concepts and analytical frameworks in digital marketing research and digital marketing intelligence.
- Critically apply relevant knowledge, skills and creativity in modelling and analysing business and management problem using qualitative and quantitative digital data.
- Evaluate arguments or propositions and make judgments that can guide the application of appropriate analytical approaches to complex business/management problems in a digital context.
- Appreciate the ethical issues associated with the digital marketing research process.
- Critically apply IT to solve complex business and management problems.
The intended generic learning outcomes.
On successfully completing the module students will be able to:
- Critically evaluate arguments, assumptions and data, and to frame appropriate questions and pitch solutions.
- Enhance their bibliographic and computing skills, by using the library and electronic sources in the course of their reading, and individual project.
- Effectively communicate information, arguments and analysis in a variety of forms.
- Work effectively as part of a group, and use self-direction, initiative and planning in the context of independent learning and the management of assignments.
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