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Summer Term - Online
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This subject introduces students to the large number of digital metrics available, including engagement ratios, click-through rates, conversion ratios, customer lifetime value and related concepts. Particular attention is paid to the reasons for using these metrics, what these metrics measure precisely, and how they can be used to achieve desired outcomes. Some sessions will be spent on introducing key analytics platforms, such as Google analytics and similar. As such, this course expands students' knowledge of major measurement tools, theories and state of the art thinking in the measurement of digital marketing performance.
Intended learning outcomes
On completion of this subject, students should be able to:
- Understand and describe digital marketing metrics along with relevant analytical tools available to marketing managers and how they can be applied most effectively
- Critically evaluate marketing management challenges within organisations, understand their likely impact on brand and firm performance, and identify relevant digital marketing metrics to address the challenges
- Understand and explain the connection between digital metrics, analytics, marketing actions and performance of the brand/firm
- Be able to effectively communicate the use of metrics to professionals and non-professionals alike
- Be able to generate considered suggestions and advice following from digital metrics
On successful completion of this degree students should have enhanced their skills in:
- Critical evaluation of evidence in support of an argument or proposition
- Problem solving in marketing through the application of appropriate marketing theories, principles and data
- Communication of marketing and commerce related ideas, theories and solutions to peers and the wider community
- Ability to synthesize ideas, theories and data in developing solutions to marketing problems
- Ethical practice through a knowledge of corporate governance processes and implementation
- Research skills including the retrieval of information from a variety of sources
- Demonstrate a capacity to successfully engage in collaborative activities such as group-based work and activities
- Interpret and communicate research results to specialist and non-specialist audiences
Last updated: 29 July 2022