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MKTG07122 2021 Web and Social Media Analytics

General Details

Full Title
Web and Social Media Analytics
Transcript Title
Web and Social Media Analytics
Code
MKTG07122
Attendance
N/A %
Subject Area
MKTG - 0414 Marketing & Advertising
Department
MRKT - Marketing, Tourism and Leisure
Level
07 - Level 7
Credit
05 - 05 Credits
Duration
Semester
Fee
€
Start Term
2021 - Full Academic Year 2021-22
End Term
9999 - The End of Time
Author(s)
Alan Kelly, Aine Doherty
Programme Membership
SG_MBUSI_H08 202100 Bachelor of Arts (Honours) in Business and ICT SG_GLAWB_H08 202100 Bachelor of Arts (Honours) in Law and Business SG_GLAWB_H08 202200 Bachelor of Arts (Honours) in Law and Business SG_MBUSI_H08 202200 Bachelor of Arts (Honours) in Business and ICT SG_HBUIR_H08 202300 Bachelor of Arts (Honours) in Business and Irish
Description

This module will teach students about the role of data and analytics in contemporary marketing by examining website and social media analytical platforms. Students will be introduced to a number of online contemporary platforms including Google Analytics, Facebook Insights, Instagram Analytics, Twitter Analytics and LinkedIn Analytics. The module will enable students to comprehend key metrics that marketing executives use to inform their 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.

Define and use web and social media analytical terminology.

4.

Identify and demonstrate understanding of key digital, financial and marketing metrics.

5.

Identify the advantages of using web and social media analytical software for marketing decision making.

Teaching and Learning Strategies

The student will engage with the content of the module through practical lectures in computer labs. The student will develop and apply their learning via a number of online platforms using practical examples and exercises.

Module Assessment Strategies

Online Multiple Choice Quiz 20%

Mid Term Online Exam 20%

Final Exam 60%

Repeat Assessments

Students should repeat any failed elements of the module. This may include:

Online Multiple Choice Quiz 20%

Mid Term Online Exam 20%

Final Exam 60%

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

Navigate the Google Analytics Platform

  • Google Analytics Beginners
  • Advanced Google Analytics
  • Tag Manager Fundamentals

Define and use web and social media analytical terminology

  • Facebook Insights
  • Instagram Insights
  • Twitter Analytics
  • LinkedIn Analytics
  • Snapchat Metrics
  • Other relevant contemporary social media channels

Identify and demonstrate understanding of 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

Identify 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 Re-marketing
  • 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
40 %
End of Semester / Year Formal Exam
60 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Online Multiple Choice Quiz Coursework Assessment Assessment 20 % Week 4 1,2
2 Mid Term Online Exam Coursework Assessment Assessment 20 % Week 8 1,2,3,4
             

End of Semester / Year Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Final Exam Final Exam Closed Book Exam 60 % End of Semester 3,4,5
             
             

Full Time Mode Workload


Type Location Description Hours Frequency Avg Workload
Practical / Laboratory Computer Laboratory Computer Lab Practical 3 Weekly 3.00
Independent Learning Not Specified Independent Learning 4 Weekly 4.00
Total Full Time Average Weekly Learner Contact Time 3.00 Hours

Required & Recommended Book List

Required Reading
2017 Digital Analytics for Marketing
ISBN 1138190683 ISBN-13 9781138190689

Preface -- The evolution of digital analytics and the internet -- Search engines & the internet -- Social media history -- Digital analytics industry players -- Basic web analytics and web intelligence -- Advanced web analytics and web intelligence -- Understanding and working with third-party data -- An introduction to social media analytics -- Leveraging social media content and analytics -- Advanced text analytics & algorithms -- Geolocation analytics -- Social media actions analytics -- Social media hyperlink analytics -- Network analysis and social network mapping -- Mobile analytics -- Aligning digital media with business strategy -- Applying digital analytics to a social network

Module Resources

URL Resources

Google Analytics Academy https://analytics.google.com/analytics/academy/

Facebook Insights (Link via private user logins)

Twitter Analytics  (Link via private user logins)

Instagram Insights  (Link via private user logins)

Linkedin Analytics  (Link via private user logins)

Snapchat Metrics  (Link via private user logins)