DA6045 - Digital Marketing Metrics

What will I learn on this module?

In this module, you will explore the important role of data, websites and social media platforms in an organisation’s digital marketing strategy. By doing so, you will learn the principles of traditional and digital evaluation plus the concept of social listening using big data. You will also learn about using different analytic tools which, will be used to review information for the consideration of traditional information and big data. All this will help measure the effectiveness of an organisation and its associated campaigns. Experiences that you will cover include understanding key marketing metrics, Netnography, forecasting and website Evaluation. You will appreciate application of web and social media marketing which include strategic social listening, search engine optimisation, pay per click, conversion rate optimisation.
You will also be given an introduction to Web Analytics, with particular reference to an industrial standard application (most likely Google analytics). This will cover determining how the software application works, data collection, analysis and reporting.

How will I learn on this module?

The module is delivered through a combination of tutor-directed learning, group learning and independent learning. In the taught sessions, an interactive approach will draw upon the directed learning undertaken and participants’ own experiences. Throughout, the emphasis will be on levels of participation, both individually and within small groups or teams.

Participants can therefore expect a reflective-practitioner approach to learning to be embedded in all sessions through undertaking activities, which facilitate them to apply theory to ‘real-life’ situations, critically analysing and making recommendations for appropriate ways forward for the organisation/individual. The module aims to provide impact to your day-to-day professional role and sessions will be structured to ensure that you can take the learning from the module and apply it directly in your workplace.

Directed learning will centre upon a range of activities including pre-reading, preparation for interactive activities and use of the discussion board on the e-learning platform.

An initial workshop will introduce you to the module, assessment and core topics. Subsequent to this you will be guided through a range of subject specific topics delivered over the period of the module. Key messages from these sessions will be available by video/podcast to support your learning outside of the classroom.

Independent learning will centre upon the students identifying and pursuing areas of interest in relation to the subject and by providing deeper/broader knowledge and understanding of the subject through a range of learning activities that will include extended reading, reflection, research etc.

Critical reflection on knowledge, experience and practice underpins the learning and teaching philosophy along with the explicit development of competence. You are particularly encouraged to bring examples from the workplace into the classroom to share with each other and with the tutors. The module will also incorporate sessions delivered by external practice experts as well as from academic experts in the field drawn from the Business School.

You will participate in a learning set with your peers to facilitate a deeper discussion of the personal impact of the module contents on your individual professional practice and the application of learning into your own work organisation.

The workplace will form a significant element of your learning. This will include regular directed activities outlined in the module learning plan. These activities will enable reflection on learning from taught sessions and subsequent application through research into practice. Engagement with your professional development coach and workplace manager/mentor will use these activities as a key element of discussion during coaching and review meetings.

How will I be supported academically on this module?

How will I be supported academically on this module? (SRS 0003) Please provide a brief overview of the academic support available to students, in
A range of approaches are adopted to accelerate your learning in this module.
During the first week of this module, you will receive information about the module and Teaching & Learning Plan. The teaching and learning plan (TLP) sets out
• Learning outcomes and overall module and programme aims
• Teaching, learning and assessment strategy
• Teaching schedule
• Directed reading references (text and journals) and core texts for the module

Further supporting this learner journey, the first taught session will discuss the rationale and learning objectives of this module and how it contributes to your overall programme goals. The formative and summative assessment strategy will be outlined as will a refresher on key academic skills and resources critical to your success as a learner on this module. This session will also be available as a video/podcast for further reinforcement.

During this module your module tutor, a subject specialist, will provide academic support including:
• Delivering workshops
• Providing guidance in relation to assignments
• Development of key resources, made available through the VLE
• Specialist subject advice, particularly in linking your work to academic research, concepts and emerging knowledge in the field
• Assessing assignments and assess or review any other agreed summative or formative outputs as appropriate

You will also be supported by a professional development coach who provides your consistent support throughout your Degree Apprenticeship. This coach will support with:
• Helping you to understand the requirements of this module and how it relates to your workplace context
• Helping you to understand how you can apply and evidence the knowledge, skills and behaviours covered in the module to your own practice in the workplace to develop your portfolio of professional practice
• Visiting you at work and engaging with your manager and/or mentor to ensure alignment between your learning and opportunities for applying and demonstrating a positive impact in your work organisation.

E-Reading Lists
The module will also have an e-reading list which directs learners to specific reading for each session. This includes direct access to repositories, journal articles and other academic sources. You will also be provided with access to a significant set academic research sources via the Northumbria University library portal.
You will also have opportunities to receive formative feedback from your tutor in response to opinions you express and issues you raise during workshop sessions and face-to-face or online tutorials. These formative feedback sessions are formally scheduled at key points throughout the module.
including any support that may be accessed outside formal scheduled teaching.

What will I be expected to read on this module?

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at: http://readinglists.northumbria.ac.uk
(Reading List service online guide for academic staff this containing contact details for the Reading List team – http://library.northumbria.ac.uk/readinglists)

What will I be expected to achieve?

At the end of this module, you should be able to:

Knowledge & Understanding:
• Critically appraise metrics and analytics in the context of traditional and digital marketing. (MO01)

Intellectual / Professional Skills & Abilities:
• Evaluate traditional, digital, web and social media marketing strategies through deployment of relevant analytical software. (MO02)

• Develop appropriate web analysis and critical evaluation skills to support organisational decision making. (MO03)

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• Critique your commercial awareness and curiosity when exploring marketing data. (MO04)

How will I be assessed?

This module uses a subject-based assessment approach, encouraging or directly enabling you to bring your career context into the module.

Formative Assessment

Formative assessment of your skills, knowledge and understanding, as demonstrated in your submitted assignments, is a key component of the assessment strategy. It forms an integral part of the formal scheduled teaching programme and will be an integral part of the asynchronous discussion board forums on the VLE. Formative assessment feedback will additionally enable you to undertake self-reflection and to include newly-acquired knowledge and understanding in order to refine your tutor-guided and self-directed independent learning and enhance your performance during final summative assessment.

Summative Assessment

You will be summatively assessed by a 2500 word work related assessment which addresses all module learning outcomes. This assessment will also require you to consider the subsequent implications on your professional practice.





Module abstract

You will be given an opportunity through the use of traditional, social and web analytic software tools to enquire about individual marketing strategies specific to particular organisations. By doing so, you will be encouraged to become independent learners and develop the analytic capabilities to evaluate specific marketing interventions. The substantive content of the module will incorporate research and practice from both academics and business professionals, thereby enhancing the relationship between teaching and research/practice. By the end of the module, your student-centred enquiry and tutored interventions will afford you a rich learning experience that is research led and will enable you to develop a high level of associated knowledge and critical thinking skills.

Course info

Credits 20

Level of Study Undergraduate

Mode of Study 3 Years Part-Time

Department Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

Start September 2022

Fee Information

Module Information

All information on this course page is accurate at the time of viewing.

Our Campus based courses starting in 2022 and 2023 will be delivered on-campus with supporting online learning content. We continue to monitor government and local authority guidance in relation to Covid-19 and we are ready and able to adjust the delivery of our education accordingly to ensure the health and safety of our students and staff.

On-campus contact time is subject to increase or decrease in line with any additional restrictions, which may be imposed by the Government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors. This could potentially mean increased or fully online delivery, should such restrictions on in-person contact time be required.


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