BX3182 - Digital Analytics for Marketing

Today, an enormous amount of data exists in digital form, originating from many different marketing sources and channels, e.g. Web, social media, and databases. The vastly unstructured data are a gold mine of hidden information that can provide valuable insights for business decision-making and performance measurement purposes. As having such information is essential to making informed decisions from operational and strategic marketing planning to new product development at various management levels, the ability to extract valuable information from the data, interpret the information, and draw up an action plan is a strategic organizational competence. By incorporating latest applications of digital analytics in marketing, this subject introduces various digital analytics concepts, platforms, methods, and tools that are useful for extracting data and interpreting information, including search engine optimization, Google Analytics, Web analytics, social media analytics, and text analytics.

Learning Outcomes

• apply marketing digital analytics to facilitate informed marketing decisions and gain business insights;
• Interpret and analyse digital data information gained from various digital analytics platforms, methods and tools to draw up an action plan;
• Implement a digital analytics project from design phase to implementation phase.

Subject Assessment

• Oral > Presentation 1 - (20%) - Group & Individual
• Written > Project plan - (30%) - Group & Individual
• Written > Project report - (50%) - Group & Individual.

Note: Minor variations might occur due to the continuous Subject quality improvement process, and in case of minor variation(s) in assessment details, the Subject Outline represents the latest official information.