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MKT46050

Academic Year 2025/2026

Digital Mkt&Customer Analytics (MKT46050)

Subject:
Marketing
College:
Business
School:
Business
Level:
4 (Masters)
Credits:
5
Module Coordinator:
Dr Julie Schiro
Trimester:
Spring
Mode of Delivery:
On Campus
Internship Module:
No
How will I be graded?
Letter grades

Curricular information is subject to change.

In this MBA course, we focus on how digital strategy, execution, and measurement come together in practice. We begin by exploring how digital campaigns are planned and optimized across channels, including targeting, messaging, and budget decisions, and how these elements interact. This spans paid omnichannel campaigns, organic strategies such as content marketing, organic social, and email, as well as eCommerce and conversion-focused design. We pay particular attention to how large language models are changing search and customer journeys, and what this means for marketers.

We then focus on analytics and measurement. This includes advanced techniques such as attribution modelling, media mix modelling, conversion lift, and brand lift studies, and how these approaches support evidence-based evaluation of marketing effectiveness and ongoing strategy refinement. We also look closely at data quality, tracking, and optimization, as these are foundational to making any of these methods useful in practice.

About this Module

Learning Outcomes:


1. Design digital marketing strategies that combine channel choice, targeting, messaging, budget allocation, and conversion-focused design across paid and organic touchpoints.

2. Evaluate and adapt digital and eCommerce strategies in response to AI and LLM’s.

3. Apply practical approaches to planning and optimizing digital campaigns across omnichannel environments, understanding how different tactics work together rather than in isolation.

4. Assess marketing effectiveness using advanced measurement approaches such as attribution modelling, media mix modelling, conversion lift, and brand lift studies, and interpret these results to inform strategic decisions.

5. Critically examine the role of data and analytics in digital marketing, including data quality, tracking, and optimization, and understand the limits of what measurement and AI can and cannot reliably tell us.

Student Effort Hours:
Student Effort Type Hours
Lectures

24
Autonomous Student Learning

101
Total

125

Approaches to Teaching and Learning:
Class time involves interactive lectures and in-class workshops and challenges.

Requirements, Exclusions and Recommendations

Not applicable to this module.


Module Requisites and Incompatibles
Not applicable to this module.
 

Assessment Strategy
Description Timing Component Scale Must Pass Component % of Final Grade In Module Component Repeat Offered
Group Work Assignment: Final assignment, completed individually after the lecture portion of the module concludes. Week 1 Alternative linear conversion grade scale 40% No
85
 No
Participation in Learning Activities: In-class participation and assignments
 Week 1 Alternative linear conversion grade scale 40% No
15
 No

Carry forward of passed components
Yes
 

Resit In Terminal Exam
Summer No
Please see Student Jargon Buster for more information about remediation types and timing. 

Feedback Strategy/Strategies

• Group/class feedback, post-assessment
• Peer review activities

How will my Feedback be Delivered?

Feedback will be delivered after assignments are submitted. In some instances, feedback is given before formal grades are released.

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