DATA H4701 - Data Analytics (Tourism & Event Management)
Module Title:
Data Analytics (Tourism & Event Management)
Language of Instruction:
English
Credits:
5
NFQ Level:
8
Module Delivered In
No Programmes
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 Assessment
100.00%
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
SETU Carlow Campus reserves the right to alter the nature and timings of assessment