We are living in an ever-evolving digital age where data is becoming of paramount importance. Marketers are increasingly required to develop a strong appreciation for how digital marketing analytics manifest in the real world. This data is collected via a variety of formats and impacts us as consumers and our daily life. Companies and indeed brands are seeking more detailed insights about their target market/s more than ever before. Data could stem from firms’ websites, online advertising accounts, and social media accounts. Through this module, students will gain a better understanding of how data is collected, analysed, and interpreted in order to make appropriate marketing decisions. This module takes a B2B and B2C perspective in an attempt to equip students with the theoretical rigour and practical digital marketing skills that will allow them to excel in industry and beyond!
The module involves certain quantitative concepts , techniques and contemporary software (e.g. R Studio), and, therefore, is particularly interesting for students who want to add these components to their strategic and qualitative marketing knowledge and skills set. However, the module does not require advanced quantitative skills. It is meant to be introductory and hence a general interest in the subject area and motivation to engage with the concepts, techniques and software is sufficient.