Program Overview

Module Overview

This module aims to help students recognize the role of web analytics within the digital marketing landscape, and practically apply web analytics tools and technologies to monitor performance of web-based marketing activities. The module involves both conceptual and practical aspects.

Module Provider

Surrey Business School

Module Leader

KARANGI Sheena (SBS)

Module Details

• Module code: MANM536
• Number of Credits: 15
• ECTS Credits: 7.5
• Framework: FHEQ Level 7
• Module cap (Maximum number of students): N/A

Module Availability

• Semester 1

Prerequisites / Co-requisites

None

Module Content

Indicative topics include:

• SEO and SEM
• Customer-centric website design and optimization
• Web analytics and web data driven marketing
• Web usability and user experience
• Future trends of web analytics

Assessment Pattern

Assessment type | Unit of assessment | Weighting
---|---|---
Project (Group/Individual/Dissertation) | Group project | 40
Coursework | Individual report | 60

Alternative Assessment

Individual essay in lieu of Group Project.

Assessment Strategy

The summative assessment for this module consists of:

• Group project - (LOs 2, 4 and 5)
• Individual Report - (LOs 1, 3 and 4)

Formative and Summative Feedback

• Formative assessment and feedback: Seminars are designed to include activities relevant to the assessments, a detailed marking scheme is provided to students to explain the assessment criteria used and the weighting of each criterion.
• Summative feedback, explaining what students did well and less well, will be published on SurreyLearn once the marking process of the group assignment is completed.
• Generic feedback, including a statistical breakdown, will also be posted on SurreyLearn so that students can gauge their own performance in relation to the whole cohort's performance.

Module Aims

• Provide an in-depth knowledge of the fundamental terminology, concepts, models and theories underpinning web analytics and SEO
• Provide a comprehensive view of the relationship between website design and consumer experience (Usability and User Experience)
• Use the power of storytelling to communicate insights through engaging data visualizations and dashboards

Learning Outcomes

| | Attributes Developed
---|---|---
001 | Critically assess and formulate SEO plans/strategies | CK
002 | Use key website analytics tools to create appropriate reporting tools and metrics dashboards | KP
003 | Critically evaluate web analytics data to interpret the customer journey | PT
004 | Critically assess and convert data driven web data into actionable insights | P
005 | Comprehend and apply effective web design principles of website architecture and usability, justifying and reflecting upon your approach. | CKPT

Attributes Developed

• C - Cognitive/analytical
• K - Subject knowledge
• T - Transferable skills
• P - Professional/Practical skills

Methods of Teaching / Learning

The module is delivered through weekly lectures, seminars and guided learning activities. Theory and concepts are disseminated in lectures and applied/enhanced with seminar activities in the form of case studies, practical activities and seminar leader-led interactive sessions to discuss the development of group and individual assignments.

Student Workload

• Independent Learning Hours: 84
• Lecture Hours: 22
• Seminar Hours: 11
• Guided Learning: 11
• Captured Content: 22

Reading List

Upon accessing the reading list, please search for the module using the module code: MANM536

Other Information

• Employability: Digital marketing skills are in high demand across the world and the scope of what is/can be done in this space is constantly evolving. The programme is closely aligned with industry expectations of specific skills needed to work in any organization with a digital presence.
• Sustainability: It can be said that the very nature of Digital Marketing as a discipline may contribute to dematerialization and consequently lowering carbon footprints. Overall, sustainability is factored into the content of the module.
• Digital capabilities: Digital capabilities are at the heart of this programme. Students will develop capabilities fundamentals of web design principles and analytics.