BM9706 - Marketing Metrics and Analysis

You will be supported by a teaching and learning plan (TLP) which outlines the formal sessions (lectures and IT workshops), together with tutor-directed study and independent study/reading.

You will be provided each week by a one-hour lecture which covers various theoretical concepts relating to web and marketing analytics supported through reference and demonstration of appropriate IT applications. These lectures will be followed by a supporting 2-hour IT workshop where you will gain practical, hands-on experience of using contemporary web analytics applications.

The assignment requirements will expect you to engage with a wide range of scholarly sources to evaluate the effectiveness and currency of these web analytics applications and you will subsequently communicate this through assessments in written format.

Directed learning will centre upon a range of activities including you pre-reading, your preparation for interactive and workshop based activities and use of the discussion board on the e-learning platform.

Independent learning will centre upon you identifying and pursuing areas of interest in relation to web marketing and analytics, by providing deeper/broader knowledge and understanding of the subject through a range of learning activities that will include extended reading, reflection, research etc.

Critical reflection on knowledge, experience and practice underpins the learning and teaching philosophy along with the explicit development of competence.

The university is well-placed to support you in learning and research with excellent library and teaching facilities, as well as access to relevant and up-to date data analytics software. You will have access to industrial standard web analytics software supported by additional Blackboard materials and access to Northumbria University’s library and databases.

Academic content and delivery will be enhanced through opportunity for guest practitioner expert input.

In addition, you will be supported at a programme level by an induction programme to introduce you to the University and the Masters’ programme. Each of you will also be assigned a personal tutor to provide pastoral support and guidance throughout the programme. Further support is provided to you through the Academic and Professional Development module, summative and formative feedback, and a module teaching and learning plan detailing the delivery structure and University requirements.

All modules at Northumbria include a range of reading materials that students are expected to engage with. Online reading lists (provided after enrolment) give you access to your reading material for your modules. The Library works in partnership with your module tutors to ensure you have access to the material that you need.

Knowledge & Understanding:
• Have developed a critical understanding of web evaluation, metrics and analytics in the context of web marketing. [MLO1]


Intellectual / Professional skills & abilities:
• Analyse and assess web marketing strategies through deployment of relevant web analytical software and communicate the outcomes of this evaluation to a relevant business audience. [MLO2]


Make relevant decisions about taking forward or enhancing the web marketing strategies based on this assessment and associated consultation. [MLO3]

• Develop appropriate web analysis and critical evaluation skills to support organisational decision making for marketing. [MLO4]

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):

Formative assessment will take place through group work, assignment discussion and reflection, discussion board activity on the e-learning platform, workshop-based activity, and theory/practice related discussions. Criteria will be provided to enable you to understand what is expected and how you will be assessed on your performance. You are required to demonstrate self-reflection and reflective practice where appropriate. Formative feedback will be provided throughout the module, particularly in relation to workshop tasks. You should, however be aware that formative feedback can, and will, occur in any communication with an academic tutor.

Summative will be through one individual task: an individual analytical report, written in business format – 3000 words (100%).

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In this module, you will explore the important role of the website in an organisation’s digital marketing strategy. By doing so, you will learn the principles of website evaluation and will use analytic tools for the analysis of web data to help measure the effectiveness of web marketing and improve the user experience. Experiences that you will cover include website Evaluation – comprising context of use & usability, layout & navigation. You will appreciate application of web marketing including search engine optimisation, pay per click, conversion rate optimisation. You will also be given an introduction to Web Analytics, with particular reference to an industrial standard application (most likely Google analytics). This will cover determining how the software application works, data collection, analysis and reporting. At the end of the module you may be in a position to take the Google Analytics Individual Qualification (GAIQ) test as part of your broader Continual Professional Development.