MBM7006M: Driving Insight from Data Analytics

In this module, you’ll gain the skills and understanding needed to review and make decisions based on analytics through digital marketing tools.

In this module:

This will be necessary to gain an in-depth insight into customers, competitors, and the market. Digital channels provide important key performance indicators to enhance your campaign while supporting a business’ performance. This module will give you the confidence to understand digital marketing metrics such as search engine marketing and pay-per-click and data analytics, considering how this can impact your marketing strategy.

This module is worth 30 credits. You’ll be assessed through a portfolio including a written narrative and reflection. You’ll be scheduled with 30 contact hours with your lecturer.

Reading list:
Chaffey, D., Ellis-Chadwick, F., Mayer, R. and Johnston, K. (2009), Internet Marketing. 4th Ed. England: FT Prentice Hall.

Chaffey, D. and Smith, P. R. (2013), eMarketing Excellence: Planning and Optimising your digital marketing. New York, Routledge.

Gilligan, C. and Wilson, R, (2009), Strategic Marketing Planning. London, Butterworth-Heinemann.

McDonald, M, (2011), Marketing Plans: How to Prepare Them, How to Use Them. 7th Ed. London, Butterworth-Heinemann.

Ryan, D. and Jones, C. (2012), Understanding Digital Marketing: Marketing strategies for engaging the digital generation. London, Kogan Page.

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