| CODE | CRC3010 | ||||||
| TITLE | Digital Marketing and Analytics | ||||||
| UM LEVEL | 03 - Years 2, 3, 4 in Modular Undergraduate Course | ||||||
| MQF LEVEL | 6 | ||||||
| ECTS CREDITS | 4 | ||||||
| DEPARTMENT | Corporate Communication | ||||||
| DESCRIPTION | This study-unit explores the fundamentals of digital marketing and analytics, focusing on the role of data-driven decision-making in online marketing campaigns. Students will gain an understanding of digital marketing strategies including search engine optimisation (SEO), paid search marketing (SEM), social media marketing, and content marketing. The study-unit will introduce analytics tools such as Google Analytics, social media insights, and customer data platforms to track performance. Practical applications of A/B testing, marketing automation, and campaign optimisation will be examined. Students will explore ethics and data privacy considerations in digital marketing. Study-Unit Aims: - Provide students with a foundational understanding of digital marketing strategies; - Introduce key data analytics tools and performance tracking methods; - Equip students with skills to interpret and utilise marketing analytics effectively; - Develop the ability to optimise digital marketing strategies based on data insights. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: - Describe the fundamentals of digital marketing and analytics; - Evaluate digital marketing strategies such as SEO, SEM, and content marketing; - Explain the role of data analytics in measuring marketing success; - Assess marketing automation and campaign optimisation techniques; - Identify ethical considerations in digital data collection and privacy laws. 2. Skills: By the end of the study-unit the student will be able to: - Apply digital marketing techniques to real-world scenarios; - Analyse digital marketing campaign performance using analytics tools; - Optimise marketing campaigns based on performance data; - Interpret consumer behaviour insights from online engagement data; - Develop data-driven recommendations for digital marketing strategy improvements. Main Text/s and any supplementary readings: Main Texts: - Edmondson, M., 2022. Learning Google Analytics. " O'Reilly Media, Inc.". Supplementary Readings: - Rachmad, Y.E., 2024. Digital Marketing Theories: From Gimmicks to Loyalty. PT. Sonpedia Publishing Indonesia. - Mahoney, L.M. and Tang, T., 2024. Strategic social media: From marketing to social change. John Wiley & Sons. |
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| STUDY-UNIT TYPE | Lecture | ||||||
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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 2025/6. It may be subject to change in subsequent years. |
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