Module Title:Data Analytics (Tourism & Event Management)
Language of Instruction:English
Credits: 5
NFQ Level:8
Module Delivered In 1 programme(s)
Teaching & Learning Strategies: Formal lectures, group-based activities, class discussion, case studies and laboratory sessions may be used in the presentation of this module. Typically the lectures will be short (20-30 minute lectures) with the practical sessions providing students with the immediate opportunity to implement and reinforce the material presented in the short lectures.
Module Aim: The aim of this module is to provide students with an understanding of data analytics and to critically evaluate, select and utilise data analytics (including statistics) and the insights garnered ethically in a tourism & event management context
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1 Critically reflect on, evaluate and communicate the key principles, theories and techniques for data analytics as they apply the tourism and event management sectors
LO2 Demonstrate practical knowledge of Web Analytics tools, Social Media Analytics and Email marketing Analytics
LO3 Appraise and evaluate key business and marketing metrics, KPIs and customer segmentation
LO4 Appraise and analyse data, present and defend it effectively to others
Pre-requisite learning
Module Recommendations

This is prior learning (or a practical skill) that is recommended before enrolment in this module.

No recommendations listed
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements
This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed.
No requirements listed
 

Module Content & Assessment

Indicative Content
Concept & current state of data analytics
Evolution & current status of data analytics, business & marketing insights
Types of data (big data, structured, un-structured)
Evaluation of the types of data
Digital marketing metrics and KPIs
Key marketing and business metrics & KPIs
Marketing analytics techniques & tools (e.g.web & social media)
Web analytics (such as google analytics, heat mapping...) Social media analytics (such as facebook insights, Twitter analytics) email marketing analytics
Data exploration
Data exploartion using pivot tables - exploration and visualisation of data
Statistical analysis
Analysis of data using statistical techniques such as regression, correlation
Customer segmentation
Segmenting customers and designing measureable marketing campaigns to target different segments
Assessment Breakdown%
Continuous Assessment100.00%
Continuous Assessment
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Project This work will take the form of a project 1,2,3,4 70.00 Sem 1 End
Presentation Students will make a presentation based on their project 4 10.00 Sem 1 End
Practical/Skills Evaluation Students will be assessed on the practical knowledge of web analytic tools, social media analytics and email marketing analytics 2 20.00 Week 8
No Project
No Practical
No End of Module Formal Examination
Continuous Assessment
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Project n/a 1,2,3,4 100.00 n/a
No Project
No Practical
No End of Module Formal Examination

ITCarlow reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Frequency Average Weekly Learner Workload
Contact Hours 30 Weeks per Stage 1.50
Independent Learning Time 30 Weeks per Stage 2.00
Total Hours 105.00
Workload: Part Time
Workload Type Frequency Average Weekly Learner Workload
Lecture Every Week 0.75
Independent Learning Time Every Week 1.50
Total Hours 2.25
 

Module Delivered In

Programme Code Programme Semester Delivery
CW_BWTEM_B BSc (Honours) in Tourism and Event Management 4 Mandatory