Web analytics is essential in the creation and maintenance of a successful web marketing strategy. You'll practically apply cutting-edge tools and technologies for monitoring the performance of web-based marketing. From deciphering web server logs and understanding key web performance indicators to navigating the intricacies of online advertising, you’ll gain the practical skills essential for success in the digital era. Using a holistic approach, you’ll navigate not only the current trends but also the future of web analytics. Stay ahead in the digital marketing arena, where web analytics knowledge is the key differentiator in achieving success and ethical digital practices paramount.
Contact hours: 22
Private study hours: 128
Total hours: 150
Main Assessment methods
VLE test (20%)
Individual website development report, 1500 words (30%)
Individual video presentation, 5 minutes (50%)
Reassessment methods
100% coursework
See the library reading list for this module (Medway)
The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
- Demonstrate a systematic understanding of the role of web analytics within the digital marketing landscape.
- Demonstrate a comprehensive understanding of the strategic and operational aspects of Web analytics tools and technologies and how Web analytics can influence and create new marketing levers.
- Demonstrate creativity in the application of web/social/mobile analytics platforms to monitor and track of web-based marketing activities.
- Critically apply web intelligence to improve the outcomes of marketing or business plans within the context of the modern business and its international context.
The intended generic learning outcomes.
On successfully completing the module students will be able to:
- Demonstrate an ability to work pro-actively to formulate business plan and problem solutions.
- Exhibit analytical and evaluative skills.
- Plan work and study independently.
- Effectively communicate information, arguments and analysis in a variety of forms.
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