MK9625 - Marketing Metrics

What will I learn on this module?

This module will provide you with a comprehensive understanding of how marketers can monitor and analyse the effectiveness of their marketing activity. Whilst marketers have always attempted to assess the effectiveness of their campaigns, the digital explosion now offers an almost limitless range of data through which to measure performance.

This module will consider the most suitable metrics for both online and offline marketing activity. Specifically, the module will address the following core themes:

- Overall Marketing Metrics: You will cover classic marketing metrics including return on investment and market share as a means of assessing overall marketing success. You will also consider how marketers can use external sources of market data to inform strategic marketing decisions.
- Offline Metrics: Here you will consider an array of techniques used to measure the success of traditional offline marketing channels. For example, you will utilise metrics such as brand awareness and opportunities to see (OTS) in the context of advertising and advertising value equivalent (AVE) for public relations.
- Online Metrics: You will interpret a range of online metrics used to assess digital marketing techniques. This will include an appreciation of Google Analytics and other dashboards that assess the effectiveness of email and social media marketing.
- Reporting: You will develop skills in how to interpret and present data in a way that can influence other business stakeholders.

How will I learn on this module?

The module will be delivered using a combination of lectures, seminars and IT workshops.

By definition, the module will adopt a practical lens through which to understand marketing metrics. Lectures will be used to introduce core concepts, but you will also spend time working in smaller groups:

• Seminars will be used to discuss case studies where IT facilities are not required (for example, some elements of offline metrics);
• Workshops (held in IT labs) will require you to use various digital marketing dashboards (in particular Google Analytics) to interpret and report on behavioural and transactional data.

Webinars will also be used provide up to date industry developments and assessment guidance.

Whilst the module will adopt an individual assessment strategy, students will work in groups throughout the semester to share best practice and support one another, particularly when becoming familiar with new software.

The module will also utilise materials made available by Google which are designed to introduce new users to their analytics platform. This will include the provision of online tutorials, and students will also be actively encouraged to pursue online Google Certifications to validate their learning and add to their CVs.

How will I be supported academically on this module?

The teaching team for this module are passionate about digital marketing and are happy to support your learning. This can be done ether during or after class, but 1-2-1 appointments can also be made if required.

The module Blackboard site will be fully populated with a range of resources such as:
- Lecture materials;
- Seminars and workshop tasks and associated pre-reading;
- Links to industry resources and emerging analytics reports.

The module will utilise Panopto to provide detailed assessment briefings and software tutorials. You will be strongly encouraged to engage with these throughout the semester. The final aspect of the direct contact support is a 1-hour weekly webinar, where students can link with the module tutor and other members of the teaching team to engage in question and answer sessions on the module materials and assessment brief.

If you wish to pursue Google Online Certification you will also be supported by staff where appropriate.

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?

Knowledge & Understanding:
• To critically evaluate the usefulness of marketing analytics tools across a range of marketing contexts. [MO1]

Intellectual / Professional skills & abilities:

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• To develop practical skills in applying marketing metrics tools in both online and offline contexts. [MO2]
• To report complex metrics data in a professional manner that can be used to influence decision making. [MO3]
• To consider the ethical implications of the big data revolution and organisational access to user data. [MO4]

How will I be assessed?

Formative Assessment:
Students will have multiple opportunities to receive feedback on their learning throughout the semester. This will take place in allocated seminar and workshop time, some of which is dedicated to students progressing their formative assessment.

Summative Assessment:
Students are required to prepare a 3,000 word individual business report which will apply marketing metrics principles to business scenarios. This will require students to consider both online and offline marketing metrics and engage in online tools such as Google Analytics. The report will conclude with them making marketing recommendations based on their metrics outputs.

This assesses MLO1-MLO4.

Pre-requisite(s)

MK9525: Digital Business Models, Marketing and Operations

Co-requisite(s)

N/A

Module abstract

With global marketing expenditure approaching £1.1 trillion, a major challenge faced by marketers is demonstrating the impact of their
marketing activity. How do we know which marketing activities generate positive results? How can we convince senior leadership to maintain
or increase marketing budgets? This module is designed to equip you with the skills to measure the effectiveness of both online and offline
marketing activity and report this information in a professional manner.

In this module you’ll address an array of metrics that can be used across online and offline marketing activity, from assessing brand
awareness and sentiment to understanding visitor behaviour on websites via Google Analytics and other digital platforms. The module will
develop your ability to identify the most suitable metrics, interpret data and report this effectively to other stakeholders.

Course info

UCAS Code N555

Credits 20

Level of Study Undergraduate

Mode of Study 3 years full-time or 4 year sandwich

Department Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

Start September 2021 or September 2022

Fee Information

Module Information

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

Courses starting in 2021 are offered as a mix of online and face to face teaching due to the ongoing Covid-19 pandemic.

We continue to monitor government and local authority guidance in relation to Covid-19 and we are ready and able to flex accordingly to ensure the health and safety of our students and staff.

Students will be required to attend campus as far as restrictions allow. Contact time will increase as restrictions ease, or decrease, potentially to a full online offer, should restrictions increase.

Our online activity will be delivered through Blackboard Ultra, enabling collaboration, connection and engagement with materials and people.

 

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