MKT8001 : Digital Marketing Analytics
- Offered for Year: 2025/26
- Module Leader(s): Mr Kirk Dodds
- Owning School: Newcastle University Business School
- Teaching Location: Newcastle City Campus
Semesters
Your programme is made up of credits, the total differs on programme to programme.
| Semester 2 Credit Value: | 10 |
| ECTS Credits: | 5.0 |
| European Credit Transfer System | |
Aims
The module aims to provide students with a clear understanding of the theory, concepts, and practice for developing effective approaches to digital marketing analytics marketing. The module aims to enable an understanding of key areas of digital marketing analytics including:
- To equip students with the knowledge and skills to analyse and interpret digital marketing data effectively.
- To enable students to develop strategic insights using digital marketing analytics tools and techniques.
- To foster critical thinking in applying data-driven decision-making to real-world digital marketing challenges.
The module will culminate with the students developing a portfolio of marketing digital marketing analytics for a selected company.
Outline Of Syllabus
An initial outline of the proposed content:
- Introduction to Digital Marketing Analytics; an overview of analytics frameworks, evolution of marketing, and essential skills for digital marketing strategists.
- Digital Company and Marketing Technology Stack; Analysis of marketing technologies, CRM, and data visualisation tools.
- Measurement Models; Developing objectives, metrics, KPIs, ROI, and lifetime value calculations.
- Data-driven Decision Making Frameworks for decisions, data collection, quality, and integration of data sources.
- Data Analysis Techniques; Trend analysis, forecasting, sentiment analysis, and A/B testing.-
- Websites analysis techniques: bounce, session, conversions, usage rate, site, page views
- Organic Search Analytics and Paid Media Analytics.
Teaching Methods
Teaching Activities
| Category | Activity | Number | Length | Student Hours | Comment |
|---|---|---|---|---|---|
| Guided Independent Study | Assessment preparation and completion | 1 | 32:00 | 32:00 | Assessment preparation and completion |
| Scheduled Learning And Teaching Activities | Lecture | 6 | 1:00 | 6:00 | Key module content |
| Guided Independent Study | Directed research and reading | 1 | 25:00 | 25:00 | Directed research and reading |
| Scheduled Learning And Teaching Activities | Workshops | 6 | 2:00 | 12:00 | Workshops of core teaching content |
| Guided Independent Study | Independent study | 1 | 25:00 | 25:00 | Independent study |
| Total | 100:00 |
Teaching Rationale And Relationship
Student knowledge of digital data analytics will be developed primarily through the lectures and hands on workshops, including viewpoints from external practitioners, and via the discussion of many relevant examples of different strategies. This will be supported through directed reading and independent study. Small group sessions enable students to ask specific questions regarding their assignments and to receive individual verbal feedback.
Assessment Methods
The format of resits will be determined by the Board of Examiners
Other Assessment
| Description | Semester | When Set | Percentage | Comment |
|---|---|---|---|---|
| Portfolio | 2 | M | 100 | 2,000-word portfolio with a focus on digital data analytics. |
Formative Assessments
Formative Assessment is an assessment which develops your skills in being assessed, allows for you to receive feedback, and prepares you for being assessed. However, it does not count to your final mark.
| Description | Semester | When Set | Comment |
|---|---|---|---|
| Portfolio | 1 | M | The formative assessment relates to the first step of the individual portfolio, the review of the digital marketing analytics. Students will receive verbal feedback on their initial evaluations in order to inform their assignment preparation. |
Assessment Rationale And Relationship
Students will develop a 2,000-word portfolio with a focus on digital data analytics, based on the knowledge and understanding gained from the module.
The summative assessment for the module is a 2000-word individual portfolio, which will provide students with the opportunity to:
- Critically assess the digital data decisions of a company using the knowledge, understanding, and skills developed throughout the module.
- Make recommendations for digital marketing decisions for the company based on their evaluation, incorporating the knowledge, understanding, and skills gained during the module, with actionable recommendations for implementation.
- The formative assessment corresponds to the first step of the individual portfolio, which involves assessing the current data of the target company. Students will receive verbal feedback on their initial ideas to help inform and guide their assignment preparation.
Reading Lists
Timetable
- Timetable Website: www.ncl.ac.uk/timetable/
- MKT8001's Timetable