ULMS Electronic Module Catalogue

The information contained in this module specification was correct at the time of publication but may be subject to change, either during the session because of unforeseen circumstances, or following review of the module at the end of the session. Queries about the module should be directed to the member of staff with responsibility for the module.
Title Marketing & Digital Analytics
Code MKIB340
Coordinator Dr P Guenther
Marketing (ULMS)
Peter.Guenther@liverpool.ac.uk
Year CATS Level Semester CATS Value
Session 2021-22 Level 6 FHEQ Second Semester 15

Pre-requisites before taking this module (other modules and/or general educational/academic requirements):

 

Modules for which this module is a pre-requisite:

 

Programme(s) (including Year of Study) to which this module is available on a required basis:

 

Programme(s) (including Year of Study) to which this module is available on an optional basis:

 

Teaching Schedule

  Lectures Seminars Tutorials Lab Practicals Fieldwork Placement Other TOTAL
Study Hours           12

11

22

45
Timetable (if known)           60 mins X 1 totaling 12
120 mins X 1 totaling 10
120 mins X 1 totaling 24
 
 
Private Study 104
TOTAL HOURS 149

Assessment

EXAM Duration Timing
(Semester)
% of
final
mark
Resit/resubmission
opportunity
Penalty for late
submission
Notes
             
CONTINUOUS Duration Timing
(Semester)
% of
final
mark
Resit/resubmission
opportunity
Penalty for late
submission
Notes
Assessment 2: Video Submission Assessment Type: Practical Assessment Duration / Size: 15 minutes max (5 students per group max and approx. 3 minutes per student) Weighting: 20% Reassessment Opport  15 minutes    20       
Assessment 1: Individual Report Assessment Type: Coursework Duration / Size: 3000 words Weighting: 80% Reassessment Opportunity: Yes, Candidates required to repeat this assessment will submit  -3000 words    80       

Aims

This module seeks to provide students with cutting-edge knowledge of digital marketing analytics. The distinctive features of this module are to deploy an array of innovative teaching methods to develop an appreciation of digital marketing analytics and its techniques by exposing students to a wide variety of B2B and B2C scenarios, to practical activities that allow students to acquire key digital marketing analytic skills such as PPC, SEO, and measurement, ethical issues surrounding the privacy of data and the role of emerging fields such as artificial intelligence (AI) and customer tracking data.


Learning Outcomes

(LO1) Students will be able to identify and evaluate digital marketing analytics concepts, techniques and tools.

(LO2) Students will be able to demonstrate a critical awareness of leading-edge research and practice through the use of analytics.

(LO3) Students will be able to critically review and apply contemporary digital marketing theories in the context of digital marketing analytics.

(LO4) Students will be able to develop an appreciation for a wide range of digital marketing analytic techniques and tools and be able to analyst and interpret data from a variety of sources.

(LO5) Students will be able to understand the complexities surrounding the ethical issues regarding the storing, use, re-use and dissemination of data.

(S1) Ethically Aware

(S2) Digitally Confident

(S3) A Team Player

(S4) Globally Aware

(S5) Numerate

(S6) An Excellent Communicator

(S7) A Problem Solver

(S8) Resilient and Adaptable


Teaching and Learning Strategies

Overall summary of Learning and Teaching Methods:
This is a very practical and applied module. There is considerable emphasis on practical activities conducted in the workshop sessions. The module will deploy guest speakers, which may come from across business sectors, e.g. marketing agencies, manufacturing (B2B) and FMCG brands. The practitioners (guest speakers) and academics leading this module will combine their research and industry expertise and practitioners will be involved in assisting with the assessment.
Students are highly encouraged to step outside their own ‘comfort zone’ and be prepared to analyse, interpret and criticise marketing data derived from multiple digital marketing channels.
On successful completion of this module, students will be armed with a highly practical set of digital marketing and analytics skills which will be invaluable to employers and give them a competitive advantage when applying for graduate jobs. The skills a cquired are predicated on a solid academic understanding and grounding in marketing theory and also via the acquisition of practical digital marketing analytics skills.

Teaching Method 1: Online Asynchronous and Synchronous Learning Materials
Unscheduled Directed Student Hours: 22 hours (11 x 2hr)
Description: Learning Materials will introduce and develop a range of digital marketing analytic concepts underpinned by cutting-edge theory. The units include learning activities such as podcasts, videos, quizzes, and readings.
Attendance Recorded: No

Teaching Method 2: Workshops
Scheduled directed student hours: 12 hours (6 x 2hr workshops)
Description: The workshops will follow on from the theories, concepts and models introduced in the learning materials and will focus on application to develop practical marketing analytics skills.
Attendance recorded: Yes

Teaching Method 3: Group Study
Scheduled student hours: 12 hours (12 x 1hr)
Description: Scheduled hour for student learning teams to meet and prepare tasks for the workshops. The tasks will be set by the lecturer. The lecturer will not be present in learning team meetings. The meetings will be student led and can be face-to-face or online, e.g. via MS Teams, Zoom, or chat.
Attendance recorded: No

Self-Directed Learning Hours: 104
Description: To encourage wider reading and enhance students’ comprehension of other sources that go beyond the core text of the module. This will be supported by appropriate levels of private study. E-learning is an important feature of the module. Key information is posted on the VLE and co-ordinated to students. The forum feature carries significant bearing as for the workshops, each individual group will have their own group forum site. Here, they will share key information concerning their learning during the workshops. With regards to online units’ video materials students will be a ble to playback content seamlessly. An FAQ’s area will also be available to address student queries and also give guidance on assessment. Guest speakers are anticipated to provide online sessions and clinics to further discuss their company project/s. The module will provide ample feedback hours and this includes online office hours.

Costs: The recommended textbook is available for free, as an e-book via the Library..

Skills and Assessment Mapping

Skill/Attribute: Ethically Aware
How is this Developed: Students will develop this skill via lectures, workshops and via the assessment
Mode of Assessment (If Applicable):

Skill/Attribute: Digitally Confident
How is this Developed: Students will develop this skill via lectures, practical work done during the workshop working with real data and also via the assessment
Mode of Assessment (If Applicable): Individual Report and Video Submission

Skill/Attribute: A Team Player
How is this Dev eloped: Students will develop this skill via working in groups during the practical workshops
Mode of Assessment (If Applicable): Individual Report and Video Submission

Skill/Attribute: Globally Aware
How is this Developed: Students will develop this skill via case studies in class and via developing an appreciation for the global reach and implications of data in practical workshops and the assessment
Mode of Assessment (If Applicable): Individual Report and Video Submission

Skill/Attribute: Numerate
How is this Developed: Students will develop this skill by being exposed to a wide variety of data across multiple digital marketing channels. They will analyse and interpret an array of numerical data and demonstrate relevant courses of action; both during the practical workshops and also via the assessment
Mode of Assessment (If Applicable): Individual Report and Video Submission

Skill/Attribute: An Excellent Communicator
How is this Developed: Students will develop this skill via the practical workshops and the assessment. Importantly, they will be able to communicate analytics data in a way that is well reasoned and persuasive to the target audience
Mode of Assessment (If Applicable): Individual Report and Video Submission

Skill/Attribute: A Problem Solver
How is this Developed: Students will develop this skill by engaging in problematising data derived from multiple marketing sources and across a range of digital marketing channels
Mode of Assessment (If Applicable): Individual Report and Video Submission

Skill/Attribute: Resilient and Adaptable
How is this Developed: Students will develop this skill by exercising their determination and decision making when grappling with multiple data sources. This will be achieved via the practical workshops and also via the assessment.
Mode of Assessment (If Applicable):


Syllabus

 

This module expands on other marketing modules on the programme. For example, it follows on from core modules such as MKIB256 Market Research, where students are introduced to analytical techniques that can be used to derive actionable market intelligence from real-life data; MKIB202 Branding, where students develop an appreciation for brand management and strategic branding decisions; MKIB257 Integrated Marketing Communications, where students delve into the realm of in-house vs agency marketing decisions; andMKIB365 Digital Marketing, where students tackle the theoretical aspects underpinning digital marketing and conduct a netnographic project. Content will be available through a multiplicity of outlets such as the library, reading list, VLE materials, lectures, workshops, discussion boards, interactive case studies, videos.

The reading list details the core and recommended reading for the module. For each practical workshop, students will be provided with ample guida nce of how to prepare for each and the learning materials will provide a range of supporting materials including the company project brief.

A breakdown of the key topics covered is provided below for indicative purposes:

•The evolution of digital marketing analytics
•Digital marketing analytics vs traditional media channels
•Web marketing and analytics
•Social media marketing analytics
•Mobile Metrics
•Defining the perfect metric
•Working with text analytics


Recommended Texts

Reading lists are managed at readinglists.liverpool.ac.uk. Click here to access the reading lists for this module.