MKTG06074 2021 Web Analytics

General Details

Full Title
Web Analytics
Transcript Title
Web Analytics
Code
MKTG06074
Attendance
N/A %
Subject Area
MKTG - Marketing
Department
MKTS - Marketing, Tourism & Sport
Level
06 - NFQ Level 6
Credit
05 - 05 Credits
Duration
Semester
Fee
Start Term
2021 - Full Academic Year 2021-22
End Term
9999 - The End of Time
Author(s)
Alan Kelly, Aine Doherty
Programme Membership
SG_BMKTG_B07 202200 Bachelor of Business in Marketing SG_BMARK_H08 202200 Bachelor of Business (Honours) in Marketing SG_BSALE_B07 202200 Bachelor of Business in Marketing and Sales SG_BINTE_H08 202200 Bachelor of Business (Honours) in International Marketing and Languages
Description

This module teaches learners how to use web and social media analytics software. Students are taught how to utilise and interpret web and social media analytical data to improve marketing decision-making. Students will be introduced to a number of online platforms including Google Analytics, Facebook Insights, Twitter Analytics and LinkedIn Analytics among other contemporary channels. The module will enable students to comprehend key metrics that marketing executives require.

 

Learning Outcomes

On completion of this module the learner will/should be able to;

1.

Engage with various analytical online tools and platforms to understand key marketing metrics.

2.

Navigate the basics of the Google Analytics Platform.

3.

Learn and use web analytical terminology and vocabulary.

4.

Identify and understand key digital, financial and marketing metrics.

5.

Identify the advantages of using web analytical software for marketing decision making.

Teaching and Learning Strategies

The student will engage with the content of the module through lectures, tutorials and computer labs. The student will develop and apply their learning via a number of online platforms using practical examples and exercises.

Module Assessment Strategies

100% Continuous Assessment comprised of:

20% Google Analytics for Beginners Moodle Quiz

30% Google Analytics Advanced IQ Exam

50%  Social Media Analytics Moodle Quiz

Repeat Assessments

Students will have the opportunity to reattempt all continuous assessment in line with repeat assessment procedures.

Indicative Syllabus

Engage with various analytical online tools and platforms to understand key marketing metrics.

  • Google Analytics Academy
  • Google Analytics Demo Account
  • Google Skill Shop

Navigate the basics of the Google Analytics Platform.

  • Google Analytics Beginners
  • Advanced Google Analytics
  • Tag Manager Fundamentals

Learn and use web analytical terminology and vocabulary.

  • Facebook Insights
  • Instagram Insights
  • Twitter Analytics
  • LinkedIn Analytics
  • Snapchat Metrics
  • Other relevant contemporary social media channels

Identify and understand key digital, financial and marketing metrics.

  • Audience Report metrics
  • Acquisition Report metrics
  • Behaviour Report metrics
  • Conversion Report metrics
  • Impressions, Reach, Engagement and Click Through Rates

Identify the advantages of using web analytical software for marketing decision making.

  • Appreciate the important of creating a measurement plan for digital marketing platforms
  • Understand how web and social media data enables Remarketing
  • Recognise how web and social media data enhances Targeted Advertising
  • Explain how web and social media data assists accountability in influencer marketing
  • Comprehend the link between all online marketing activity and web analytics

Coursework & Assessment Breakdown

Coursework & Continuous Assessment
100 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Google Analytics for Beginners Moodle Quiz Continuous Assessment Multiple Choice 20 % Week 5 1,2,3
2 Social Media Analytics Moodle Quiz Continuous Assessment Assessment 50 % End of Semester 1,2,3,4,5
3 Google Analytics Advanced IQ Exam Continuous Assessment Multiple Choice 30 % Week 8 1,2,3,4,5

Full Time Mode Workload


Type Location Description Hours Frequency Avg Workload
Practical Computer Laboratory Practical Lecture 3 Weekly 3.00
Tutorial Computer Laboratory Tutorial 1 Weekly 1.00
Independent Learning Computer Laboratory Independent Learning 3 Weekly 3.00
Total Full Time Average Weekly Learner Contact Time 4.00 Hours

Required & Recommended Book List

Recommended Reading
2016-01-20 Creating Value with Big Data Analytics: Making Smarter Marketing Decisions Routledge
ISBN 1138837954 ISBN-13 9781138837959

Our newly digital world is generating an almost unimaginable amount of data about all of us. Such a vast amount of data is useless without plans and strategies that are designed to cope with its size and complexity, and which enable organisations to leverage the information to create value. This book is a refreshingly practical, yet theoretically sound roadmap to leveraging big data and analytics.

Creating Value with Big Data Analytics provides a nuanced view of big data development, arguing that big data in itself is not a revolution but an evolution of the increasing availability of data that has been observed in recent times. Building on the authors extensive academic and practical knowledge, this book aims to provide managers and analysts with strategic directions and practical analytical solutions on how to create value from existing and new big data.

By tying data and analytics to specific goals and processes for implementation, this is a much-needed book that will be essential reading for students and specialists of data analytics, marketing research, and customer relationship management.

Module Resources

Non ISBN Literary Resources
Journal Resources
URL Resources

 

  • Google Skillshop
  • Google Analytics Help Centre
  • Facebook Help Centre
  • Instagram Help Centre
  • Twitter Help Centre
  • LinkedIn Help Centre
  • Snapchat Help Centre
  • Hubspot

 

Other Resources
Additional Information