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University of Exeter Business School

Applied Digital Marketing Analytics

Module titleApplied Digital Marketing Analytics
Module codeBEMM778
Academic year2023/4
Module staff
Duration: Term123
Duration: Weeks


Number students taking module (anticipated)


Module description

This introductory module will provide you with an insight into the tools and techniques needed to effectively measure digital marketing activity. With a focus on integrating data from web, social media and search platforms, this module will enable you to identify practical and actionable insights to support effective marketing planning. Using both real-world data and active scenarios, this module will address themes such as campaign performance, campaign testing, audience sentiment, search engine performance and user experience as well as considering how data visualisation can support better communication and drive engagement.

Alongside building a strong understanding of the extent and level of data available to modern marketers, this module will support you to develop applied analytical skills. These skill will be invaluable in helping you to evaluate and justify clear, evidence-led recommendations for organisations.

Module aims - intentions of the module

This module aims to introduce an applied approach to marketing analytics, focusing on the most common data sources and metrics used in marketing practice today. Taking you step by step through the practical application of analysis principles, this module will enable you to identify the meaningful patterns and indicators that support evidence-led decision making. By identifying reliable sources and maximising the effectiveness of the available data, you will learn how to use these findings appropriately and effectively to inform your future recommendations.

Intended Learning Outcomes (ILOs)

ILO: Module-specific skills

On successfully completing the module you will be able to...

  • 1. collate, interpret, utilise and visualise data from a wide range of different sources
  • 2. draw on knowledge of relevant tools and practice to identify and effectively analyse relevant data

ILO: Discipline-specific skills

On successfully completing the module you will be able to...

  • 3. demonstrate detailed knowledge of how to measure and monitor marketing effectiveness
  • 4. effectively utilise marketing data to support organisational decision making

ILO: Personal and key skills

On successfully completing the module you will be able to...

  • 5. exhibit highly developed analytical and evaluative skills
  • 6. identify the value of data and technology in supporting organisational success

Syllabus plan

Core themes considered in the module will include:

  • Web analytics
  • Algorithms: what we do and don’t know
  • Search engine performance & optimisation
  • Social media metrics and audience analysis
  • Sentiment & trend analysis
  • Customer journey analytics
  • KPIs and performance metrics
  • Campaign testing
  • Data visualisation

Learning activities and teaching methods (given in hours of study time)

Scheduled Learning and Teaching ActivitiesGuided independent studyPlacement / study abroad

Details of learning activities and teaching methods

CategoryHours of study timeDescription
Scheduled learning and teaching activities10 hours10 x 1 hour whole cohort session
Scheduled learning and teaching activities8 hours8 x 1 hour seminar
Scheduled learning and teaching activities132 hoursCore and supplementary reading, individual assignments

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
Seminar exercisesVia 8 hour seminars1-6Verbal and/or written

Summative assessment (% of credit)

CourseworkWritten examsPractical exams

Details of summative assessment

Form of assessment% of creditSize of the assessment (eg length / duration)ILOs assessedFeedback method
In term test 301 hour2,4Written
Exam702 hour (2000 word equivalent)1,2,3,5,6Written

Details of re-assessment (where required by referral or deferral)

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
In term test30% in term test 1 hour2,4Relevant reassessment period
Exam70% 2 hour exam (2000 word equivalent)1,2,3,5,6Relevant reassessment period

Indicative learning resources - Basic reading

Recommended reading:

Sponder, M., & Khan, G. F. (2017). Digital analytics for marketing. Routledge.

Additional reading:

Flores, L. (2014) How to measure digital marketing: metrics for assessing impact and designing success. Basingstoke, Palgrave Macmillan.

Hemann, C. & Burbary, K. (2018) Digital marketing analytics: making sense of consumer data in a digital world. US, Pearson

Wexler, S., Shaffer, J. & Cotgreave, A. (2017) The big book of dashboards: visualizing your data using real-world business scenarios. Hoboken, Wiley.

Indicative learning resources - Web based and electronic resources

Additional reading will also be detailed on the module ELE pages.

Key words search

Digital marketing metrics, marketing analytics, web analytics, social media metrics, campaign metrics

Credit value15
Module ECTS


Module pre-requisites


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NQF level (module)


Available as distance learning?


Origin date


Last revision date