DIGT06012 2022 Digital Marketing Analytics
Full Title
Digital Marketing Analytics
Transcript Title
Digital Marketing Analytics
Code
DIGT06012
Attendance
N/A %
Subject Area
DIGT - Digital
Department
MKTS - Marketing, Tourism & Sport
Level
06 - Level 6
Credit
05 - 05 Credits
Duration
Semester
Fee
€
Start Term
2022 - Full Academic Year 2022-23
End Term
9999 - The End of Time
Author(s)
Alan Kelly, Aine Doherty, Aileen Brennan, Rachel Kane
Programme Membership
SG_BDIGI_S06 202200 Certificate in Digital Marketing Practice
Description
This module teaches learners how to use web and social media analytics software. Students are taught how to utilise and interpret web and social media analytical data to improve marketing decision-making.
Learning Outcomes
On completion of this module the learner will/should be able to;
1.
Engage with various web and social media analytical online tools and platforms to understand key marketing metrics.
2.
Navigate the Google Analytics Platform.
3.
Identify and understand key digital, financial and marketing metrics.
4.
Explain the advantages of using web and social media analytical software for marketing decision making.
Teaching and Learning Strategies
This module is designed for blended learning. It will be assessed using 100% continuous assessment.
The teaching and learning strategy includes interactive lectures. Moodle is used as a repository.
Module Assessment Strategies
This module is assessed using 100% continuous assessment. Students will complete two online Moodle quizzes over the duration of the module.
- Google Analytics Moodle Quiz 50%
- Social Media Analytics Moodle Quiz 50%
Repeat Assessments
Students will have an opportunity to resubmit failed elements of the continuous assessment.
Indicative Syllabus
Engage with various web and social media analytical online tools and platforms to understand key marketing metrics:
- Google Analytics Academy
- Google Analytics Demo Account
- Google Skill Shop
- Facebook Insights
- Instagram Insights
- Twitter Analytics
- LinkedIn Analytics
- Snapchat Metrics
- Other relevant contemporary social media channels
Navigate the Google Analytics Platform:
- Google Analytics Beginners
- Advanced Google Analytics
- Tag Manager Fundamentals
Identify and understand key digital, financial and marketing metrics:
- Audience Report metrics
- Acquisition Report metrics
- Behaviour Report metrics
- Conversion Report metrics
- Impressions, Reach, Engagement and Click Through Rates related to social and email marketing
Explain the advantages of using web and social media analytical software for marketing decision making:
- Appreciate the important of creating a measurement plan for digital marketing platforms
- Understand how web and social media data enables Remarketing
- Recognise how web and social media data enhances Targeted Advertising
- Explain how web and social media data assists accountability in influencer marketing
- Comprehend the link between all online marketing activity and web analytics
Coursework & Assessment Breakdown
Coursework & Continuous Assessment
100 %
Coursework Assessment
| Title | Type | Form | Percent | Week | Learning Outcomes Assessed | |
|---|---|---|---|---|---|---|
| 1 | Google Analytics Moodle Quiz | Coursework Assessment | Multiple Choice/Short Answer Test | 50 % | Week 8 | 1,2 |
| 2 | Social Media Analytics Moodle Quiz | Coursework Assessment | Multiple Choice/Short Answer Test | 50 % | End of Semester | 1,3,4 |
Online Learning Mode Workload
| Type | Location | Description | Hours | Frequency | Avg Workload |
|---|---|---|---|---|---|
| Online Lecture | Online | Online Lecture | 1.25 | Weekly | 1.25 |
| Independent Learning | Online | Independent Learning | 6 | Weekly | 6.00 |
Total Online Learning Average Weekly Learner Contact Time 1.25 Hours
Module Resources
Non ISBN Literary Resources
Journal Resources
URL Resources
- Google Skillshop
- Google Analytics Help Centre
- Facebook Help Centre
- Instagram Help Centre
- Twitter Help Centre
- LinkedIn Help Centre
- Snapchat Help Centre
- HubSpot
Other Resources
Additional Information