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 |
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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 |
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Private Study | 104 | ||||||
TOTAL HOURS | 149 |
Assessment |
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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 |
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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 |
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(LO1) Students will be able to identify and evaluate digital marketing analytics concepts, techniques and tools. |
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(LO2) Students will be able to demonstrate a critical awareness of leading-edge research and practice through the use of analytics. |
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(LO3) Students will be able to critically review and apply contemporary digital marketing theories in the context of digital marketing analytics. |
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(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. |
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(LO5) Students will be able to understand the complexities surrounding the ethical issues regarding the storing, use, re-use and dissemination of data. |
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(S1) Ethically Aware |
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(S2) Digitally Confident |
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(S3) A Team Player |
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(S4) Globally Aware |
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(S5) Numerate |
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(S6) An Excellent Communicator |
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(S7) A Problem Solver |
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(S8) Resilient and Adaptable |
Teaching and Learning Strategies |
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Overall summary of Learning and Teaching Methods: Self-Directed Learning Hours: 104 Costs: The recommended textbook is available for free, as an e-book via the Library.. Skills and Assessment Mapping Skill/Attribute: Ethically Aware Skill/Attribute: Digitally Confident Skill/Attribute: A Team Player Skill/Attribute: Globally Aware Skill/Attribute: Numerate Skill/Attribute: An Excellent Communicator Skill/Attribute: A Problem Solver Skill/Attribute: Resilient and Adaptable |
Syllabus |
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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. |
Recommended Texts |
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Reading lists are managed at readinglists.liverpool.ac.uk. Click here to access the reading lists for this module. |