ULMS Electronic Module Catalogue |
The information contained in this module specification was correct at the time of publication but may be subject to change, either during the session because of unforeseen circumstances, or following review of the module at the end of the session. Queries about the module should be directed to the member of staff with responsibility for the module. |
Title | Marketing and Digital Analytics | ||
Code | ULMS893 | ||
Coordinator |
Dr M Guenther Marketing (ULMS) Miriam.Guenther@liverpool.ac.uk |
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Year | CATS Level | Semester | CATS Value |
Session 2024-25 | Level 7 FHEQ | Second Semester | 15 |
Pre-requisites before taking this module (other modules and/or general educational/academic requirements): |
Modules for which this module is a pre-requisite: |
Programme(s) (including Year of Study) to which this module is available on a required basis: |
Programme(s) (including Year of Study) to which this module is available on an optional basis: |
Teaching Schedule |
Lectures | Seminars | Tutorials | Lab Practicals | Fieldwork Placement | Other | TOTAL | |
Study Hours |
10 |
10 |
5 |
25 | |||
Timetable (if known) | |||||||
Private Study | 125 | ||||||
TOTAL HOURS | 150 |
Assessment |
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EXAM | Duration | Timing (Semester) |
% of final mark |
Resit/resubmission opportunity |
Penalty for late submission |
Notes |
CONTINUOUS | Duration | Timing (Semester) |
% of final mark |
Resit/resubmission opportunity |
Penalty for late submission |
Notes |
Individual learning portfolio. There is a resit opportunity. Standard UoL penalty applies for late submission. This is an anonymous assessment. | 0 | 70 | ||||
Group presentation. There is a resit opportunity. Standard UoL penalty applies for late submission. This is not an anonymous assessment. | 15 | 30 |
Aims |
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This module aims to: Provide students with cutting-edge knowledge of digital analytics by familiarising them with key metrics and analytical methods used to assess customers’/consumers’ response to a firm’s online presence and marketing as well as to obtain customer insights; Develop students’ knowledge of web, online ad and social media analytics, with a particular focus on the latter. Where appropriate, lectures will also cover cutting-edge research on the topics; Develop students’ analytical and critical thinking skills by asking students to recognise and solve problems and to demonstrate their commercial awareness overall; Develop students’ IT skills (Excel, PowerPoint) and, for those who wish to, learn the required coding to conduct the analyses (although codes will be fully supplied). The latter is of particular relevance to students who are attracted to analytics and may seek a role in this growing field upon g raduation; Embody an approach to learning that is authentic, e.g. through the work with real-life data and hands-on in order to promote skill and knowledge development. |
Learning Outcomes |
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(LO1) Students will be able to demonstrate a critical appraisal of the purpose, meaning, value as well as limitations of the different analytical methods and metrics taught in the module. |
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(LO2) Students will be able to demonstrate basic knowledge of handling, manipulating and analysing data in relevant analytical software. |
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(LO3) Students will be able to summarise and evaluate analysis findings as well as support hypotheses/data interpretations through purposeful enquiry and logic argumentation. |
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(LO4) Students will be able to interpret their findings for company management, considering company context and activities. |
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(LO5) Students will be able to present analysis findings in an easily comprehensible, concise and professional manner. |
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(S1) Problem solving |
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(S2) Commercial awareness |
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(S3) Adaptability |
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(S4) Numeracy |
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(S5) IT skills |
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(S6) Communication skills |
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(S7) Team work |
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(S8) Leadership |
Teaching and Learning Strategies |
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2 hour lecture x 5 weeks |
Syllabus |
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For students with a marketing background, this module follows on from modules such as ULMS889 Market Research and ULMS855 Digital Marketing by introducing students to state-of-the-art analyses of customers’/ consumers’ public discourse about a brand/ firm, e.g. identifying topics and the sentiment of the discourse, as well as key metrics. For students without prior marketing knowledge, this module follows on from foundational marketing modules taught on their programme, including ULMS766 Marketing Management and ULMS855 Digital Marketing. Content will be available mainly through CANVAS, where students will find all lecture and seminar materials including data sets and codes to work with for the seminar and assessment tasks. CANVAS will also include the reading list for this module with required/ optional readings for each week detailed in the syllabus and module handbook. Students will be expected to stay up to date with lecture materials and readings as well as
attend seminars and prepare tasks before coming to the seminar. Doing so will facilitate the timely completion of learning portfolio tasks and allow for a sound understanding of the contents covered. Defining digital analytics and understanding its purpose for marketing; Web analytics; Online ad analytics; Introduction to R Studio and social media analytics; Topic modelling; Sentiment analysis; Social network analysis. |
Recommended Texts |
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Reading lists are managed at readinglists.liverpool.ac.uk. Click here to access the reading lists for this module. |