Digital Marketing and Analytics - MSc

Social media and information applications are transforming business. This module introduces students to the practice and strategy development of digital and social media design and branding. The module uses a practical approach; students will learn and apply design skills to support digital marketing activities. Students will also cover principles of branding in an online environment context. Contemporary social media issues and business cases will be introduced and discussed.

Indicative topics to be covered are likely to include:

• Applications of digital media tools and technologies

• The challenges and opportunities of digital social media

• Branding in digital environments

• Interactive online/Internet marketing activity implementation strategy and planning

• Designing strategic online messages, campaign planning for digital media

• Social media campaign management

• eWOM management

• Social media analytics and tools

• Economic, cultural and political factors that influence online social media design and branding

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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

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This module examines the key factors that influence the digital consumer, including social networks and virtual communities. It identifies the importance of developing campaign content aimed at specific market segments and how campaigns can be measured. Topics to be covered are likely to include: Introduction to consumer behaviour across cultures; The digital marketplace and its impact on consumers; Online consumer behaviour; e-CRM and managing the customer experience; Generational differences in digital responsiveness; the psychology of Internet behaviour and communication; democracy in the digital age: the rise of digital political marketing.

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Social media not only provides practitioner with a means of communicating with their customers, but also a way to better understand their customers. This module helps students to explore multiple social media platforms for data collection and apply analytical methods to convert social media data to digital marketing insights.

Indicative topics to be covered are likely to include:

• Basics of social media and the role and structures of social media conversations

• Collecting and extracting social media data

• Social media data analysis, visualisation, and exploration

• Key metrics used for analysing social media

• Social media case studies

• Methods for identifying trends in social data

• Theories of social networks

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This module introduces students to the fast-moving world of digital marketing technologies and their applications. It presents theoretical frameworks and models which are relevant to digital marketing practice. It examines the development of supporting technologies for digital marketing and explores digital channels and their suitability for inclusion for effective integrated online and offline marketing programmes and campaigns.

Indicative topics to be covered are likely to include:

• Introduction to digital and social media marketing

• Online marketplace analysis

• Digital marketing strategy

• The impact of digital media and technology on the marketing mix

• Relationship marketing using digital platforms

• Delivering the online customer experience

• Campaign planning for digital media

• Marketing communications using digital media platforms

• Evaluation and improvement of digital channel performance

• B2C and B2B digital marketing practice

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This module covers data mining techniques and their use in marketing decision making. In this module students will gain practical experience and will critically apply software commonly used in contemporary organisations to support marketing strategies based on marketing data.

Topics to be covered are likely to include: Introduction to data mining (e.g., cluster analysis, PCA/factor analysis) for digital marketing; Data pre-processing, visualisation and exploratory analysis used to provide insight into marketing activities; Key marketing tasks: e.g., segmentation, profiling; Data Mining Methods for Classification; Data mining predictive models and their application; Accessing and collecting data from the Web and introduction to text mining; Web-analytics and data mining models in real-world applications.

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Marketing has become a digital process, blurring the lines between IT and marketing, and making IT an essential ingredient. Technology is becoming the fundamental essence for supporting digital marketing activities. This module aims to introduce the emerging and on-going IT trends and the applications of these technologies.

Topics to be covered are likely to include: Micro and Edge computing environments; IT applications and customer experience; Decision support systems; Internet of Things (IoT); Blockchain technology; Cyber security; Cloud computing; Social technology; Virtual reality.

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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

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Digital marketing has evolved from a set of tactical actions into a significant element of strategy. This module aims to develop understanding on how organisations can implement digital marketing capabilities into strategic marketing planning. Topics to be covered are likely to include: Introduction to twenty-first century marketing; The changing micro- and macro- online market environment; Segmentation, targeting and positioning strategies in online markets; Forecasting future online market demands and requirements;E-commerce and online trading; Strategic online customer analysis and management; Strategic alliance and networks; Digital marketing plan establishment; Digital marketing project management and implementation; Corporate social responsibility; New product development.

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Employers are in search for individuals who possess logical thinking, analytical capability, leadership, communication and the ability to work under pressure. This module develops the necessary research knowledge and skills for students to be able to successfully complete a piece of research in industry or consultancy contexts or academia.

Indicative topics are:

• Choosing the topic of interest and literature review

• Research process and Ethics in in business research

• Choosing your research design

• Preparing the research proposal

• Communicating the Research

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This module will focus on both qualitative and quantitative approaches to digital marketing research and allows students to gain knowledge of the various research techniques and research design issues. Subjects covered will typically include:

* Identification of digital marketing management issues and relevant research objectives

* Literature review and theoretical framework development

* Research ethics

* Digital marketing data collection sources

* Qualitative and quantitative methods and data analysis

* Writing and presenting a digital marketing report.

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