Digital Marketing and Web Analytics


The principal objectives of this module is  to develop an understanding of the principles of Digital Marketing & introduce the student  to web analytics tools that enhance the digital marketing process

Learning Outcomes

  1. The student will be able to:

    • demonstrate an understanding of the principles of digital marketing
  2. Have an understanding of key concepts, methods and practices of digital marketing tools

    • To understand the importance of the role of web analytics tools to the digital marketer, and understanding of vast range of information available via these tools

    • A specialised knowledge of a range of digital marketing concepts and tools

    • Apply problem-solving skills to develop creative and implementable solutions
    • Have effective marketing skills to undertake a digital marketing strategy
    • Understand the impact of marketing on business, be capable of identifying the factors upon which competitive advantage are based, be capable of identifying appropriate digital marketing strategies for practical business situations and be capable of appreciating the impact of continuing change, including technological change, on the marketing function ( E-Marketing).
% Coursework 40%
% Final Exam 60%