The learning environment will be practical, interactive and hands-on, using software to analyse digital customer data to find solutions to real-world digital marketing problems. Formal lectures, group-based activities, class discussion and lab sessions may be used in the presentation of this module as well as industry level projects.
Module Aim:
The aim of this module is to enable students to understand the role of web analytics in digital marketing in measuring the preformance of digital marketing strategies . The module will provide students with practical skills in web analytics across a number of online platforms including Google Analytics, Facebook Insights, Twitter Analytics and LinkedIn Analytics. The module will also provide insight into the features and functions of customer relationship management theories and practices, representing new ways of conducting marketing and improving relationships with clients.
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1
Understand web analytics concepts & frameworks to measure digital marketing performance
LO2
Apply strategies to interpret web analytics data and understand the connection between digital metrics, analytics, marketing tactics and business performance
LO3
Develop practical skills in digital analytics tools such as Google Analytics and other relevant Social Media Insights platforms
LO4
Interpret & communicate insights to a non-technical audience and advise on solutions to marketing problems
LO5
Critically reflect and evaluate the key principals of strategic CRM strategy and implementation, with an appreciation on the impact of CRM on the long-term growth of an organisation
LO6
Apply best practice and reflection in management and problem-solving techniques for customer relationships and develop a skillset to create, maintain and operate CRM systems.
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
Digital Analytics Terminology & KPIs
Overview of key digital marketing metrics and terminology.
Google Analytics
Web analytics terminology, exploration of Google Analytics software.
Social Media Analytics
Exploration of Social Media KPIs & tools for measurement including, but not limited to, Facebook Insights, Instagram, Linkedin & Twitter Analytics
Business Insights & Communication
Generating actionable insight from digital metrics. Learning how to communicate marketing actions/ suggestions to a non-technical audience.
CRM and ECRM Strategy and Implementation
Evaluating impact of CRM strategies on business performance and develop a working knowledge of CRM software.
Assessment Breakdown
%
Continuous Assessment
100.00%
Continuous Assessment
Assessment Type
Assessment Description
Outcome addressed
% of total
Assessment Date
Project
Using a case study or business, advise on appropriate KPIs & digital metrics to access the effectiveness of an organisation's digital strategy. Leverage insights from digital analytics to create & present a marketing optimisation report.
1,2,3,4
60.00
n/a
Project
Develop a strategic plan for a CRM system. The system should use current industry standards software and systems.
5,6
40.00
n/a
No Project
No Practical
No End of Module Formal Examination
SETU Carlow Campus reserves the right to alter the nature and timings of assessment