MMM179: Digital Marketing Analytics

Module code: MMM179

Module provider: Marketing and Reputation; Henley Business School

Credits: 20

Level: 7

When you’ll be taught: Semester 2

Module convenor: Mr Yang Ding , email: yang.ding@henley.ac.uk

Pre-requisite module(s):

Co-requisite module(s):

Pre-requisite or Co-requisite module(s):

Module(s) excluded:

Placement information: NA

Academic year: 2025/6

Available to visiting students: No

Talis reading list: Yes

Last updated: 3 April 2025

Overview

Module aims and purpose

The aim of this module is to equip students with a comprehensive understanding of the Internet and web applications in the digital marketing landscape, enabling them to recognise the role of web, social media, and mobile analytics while exploring various online platforms for data collection and analysis to generate actionable digital marketing insights.

Module learning outcomes

By the end of the module, it is expected that students will be able to: 

1. Demonstrate a comprehensive understanding of digital analytics and the strategic application of web, social, and mobile analytics tools to monitor and track web-based marketing activities.
2. Critically apply web intelligence and analytics insights to improve marketing and business outcomes.
3. Demonstrate the ability to formulate business plans and develop data-driven solutions to marketing challenges.
4. Effectively apply appropriate web, social, and mobile analytics to address business problems and optimise decision-making.

Module content

Indicative topics to be covered are likely to include:

• Introduction to Digital Marketing Analytics
• Digital Marketing and Key Performance Indicators (KPIs)
• Paid Social and Advertising Campaign
• SEO and Generative AI in Digital Marketing
• Social Media Analytics and Content Strategy
• Social Media Strategy and Branding
• Audit and Competitor Analysis
• Marketing Analytics and Social Media Audit
• Social Media Data Analysis, Visualisation, and Exploration
• Social Listening and Marketing Management

Structure

Teaching and learning methods

This module adopts the research based teaching and active learning methods. These methods emphasise active student engagement, critical thinking, real problem solving, collaboration, and communication. The module uses research evidence to inform instructional practice and develop the module contents. It is designed to engage students actively in the learning process by participating in research activities including group work, in-class discussion, and lab sessions.

Study hours

At least 34 hours of scheduled teaching and learning activities will be delivered in person, with the remaining hours for scheduled and self-scheduled teaching and learning activities delivered either in person or online. You will receive further details about how these hours will be delivered before the start of the module.

Please note the independent study hours above are notional numbers of hours; each student will approach studying in different ways. We would advise you to reflect on your learning and the number of hours you are allocating to these tasks.

Semester 1 The hours in this column may include hours during the Christmas holiday period.

Semester 2 The hours in this column may include hours during the Easter holiday period.

Summer The hours in this column will take place during the summer holidays and may be at the start and/or end of the module.

Assessment

Requirements for a pass

Students need to achieve an overall module mark of 50% to pass this module.

Summative assessment

Penalties for late submission of summative assessment

The Support Centres will apply the following penalties for work submitted late:

Assessments with numerical marks

• where the piece of work is submitted after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for that piece of work will be deducted from the mark for each working day (or part thereof) following the deadline up to a total of three working days;
• the mark awarded due to the imposition of the penalty shall not fall below the threshold pass mark, namely 40% in the case of modules at Levels 4-6 (i.e. undergraduate modules for Parts 1-3) and 50% in the case of Level 7 modules offered as part of an Integrated Masters or taught postgraduate degree programme;
• where the piece of work is awarded a mark below the threshold pass mark prior to any penalty being imposed, and is submitted up to three working days after the original deadline (or any formally agreed extension to the deadline), no penalty shall be imposed;
• where the piece of work is submitted more than three working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

Assessments marked Pass/Fail

• where the piece of work is submitted within three working days of the deadline (or any formally agreed extension of the deadline): no penalty will be applied;
• where the piece of work is submitted more than three working days after the original deadline (or any formally agreed extension of the deadline): a grade of Fail will be awarded.

The University policy statement on penalties for late submission can be found at: https://www.reading.ac.uk/cqsd/-/media/project/functions/cqsd/documents/qap/penaltiesforlatesubmission.pdf

You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.

Formative assessment

Formative assessment is any task or activity which creates feedback (or feedforward) for you about your learning, but which does not contribute towards your overall module mark.

Students will receive formative feedback on several occasions, including feedback given during the lectures and tutorials, in pre-booked personal meetings and via emails.

Reassessment

Additional costs