| CODE | MRK4806 | ||||||
| TITLE | Digital Analytics for Marketing Professionals | ||||||
| UM LEVEL | 04 - Years 4, 5 in Modular UG or PG Cert Course | ||||||
| MQF LEVEL | Not Applicable | ||||||
| ECTS CREDITS | 4 | ||||||
| DEPARTMENT | Marketing | ||||||
| DESCRIPTION | The study-unit will focus mainly on preparing marketing students to understand the importance of Digital Analytics in marketing roles. The study-unit will allow students to gain conceptual understanding of how key marketing systems function and interact at a technical level and the type of data they produce. Study-Unit Aims: The study-unit provides practical hands-on learning in advanced Excel, SQL queries, Business Intelligence and Analytics tools, data dash-boards and Google Analytics. The study-unit will also enable students to learn to integrate large data-sets from disparate sources, conduct multi-dimensional analysis and make faster and better business decisions. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to comprehend the importance of digital analytics in marketing and develop strategies for analysing large datasets from primary and secondary data sources. 2. Skills: By the end of the study-unit the student will be able to connect to different sources, create multi-dimensional dash-boards and data visualisations and analyse data for making data-driven recommendations. A. Introduction to Digital Analytics for Marketing Professionals: - Describe a data-driven marketing strategy; - Apply data explosion and different data sources (Enterprise Resource Planning (ERP), Customer Relationship Management (CRM), Supply Chain Management (SCM), etc.); - Understand the role of Datamarts/Datawarehouse in analysing data for decision making. B. Introduction to BI and Dash-boards: - Apply End-User Data querying tools; - Introduction to Infographics (Data Visualisations); - Use of Tableau as a data analytics and creation of web-based dashboard. C. Introduction to Website and Social Media Analytics: - Introduction to social media analytics; - Measuring ROI and Monitoring Social Media; - Metrics for Measuring Twitter, Facebook, Instagram Campaigns; - Introduction to Google Analytics. Main Text/s and any supplementary readings: Main Text: - Business Analytics for Sales and Marketing Managers: How to Compete in the Information Age | ISBN 9780470912867. Online demos: - Hands-on sessions in Advanced Excel, sql, Microsoft SQL and BI tools, Tableau, Sisense, etc. |
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| STUDY-UNIT TYPE | Lecture | ||||||
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| LECTURER/S | Stephen Agius |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2023/4. It may be subject to change in subsequent years. |
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