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Digital Marketing & Analytics - MAN00035I

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  • Department: The York Management School
  • Module co-ordinator: Dr. Anjan Pal
  • Credit value: 20 credits
  • Credit level: I
  • Academic year of delivery: 2023-24
    • See module specification for other years: 2024-25

Module will run

Occurrence Teaching period
A Semester 1 2023-24

Module aims

Digital technology is radically transforming how businesses operate. It is continuously creating new opportunities for organisations to reach and build relationships with their customers. In fact, it is allowing customers to take a more active role in various marketing activities than ever before. Hence, the balance of power is shifting from organisations to customers. As a result, organisations often find it difficult to leverage digital technology for marketing.

To aggravate the problem, measuring the performance of digital marketing campaigns is extremely challenging. This is where data analytics can be particularly helpful for making data-driven business decisions. This data may run the gamut from customer surveys and online transactions to web analytics and social media monitoring.

This module explores modern-day marketing that has got a distinctive digital and data-driven flavour to it. Specifically, it aims to:

  1. introduce emerging digital marketing principles as an increasingly important part of marketing theory and practice,

  2. offer an understanding of the paradigm shift from traditional marketing to digital marketing,

  3. introduce the use of analytics to address digital marketing issues, draw inferences, and develop actionable measures,

  4. present ways to critically analyse, plan, develop and critique digital marketing strategies, and

  5. demonstrate innovative research in digital marketing and analytics.

By providing a broad range of theories, concepts and research related to digital marketing and analytics, this module hopes to whet the appetite of any aspiring marketer.

Module learning outcomes

By the end of this module, you will be able to:

Content-related learning outcomes

  1. Identify the impact of digital technology on both organisations and consumers.

  2. Demonstrate a systematic understanding of marketing theories and concepts in the digital landscape.

  3. Inspect digital market issues analytically—that is; developing relevant hypotheses, thinking about possible data sources, creating a plan for data analytics, carrying out statistical analysis, and drawing inferences.

  4. Synthesise a range of digital marketing theories at the forefront of current research in digital marketing to critique a range of real-world cases.

  5. Design effective digital marketing strategies and plan the use of analytics to track performance.

Other skills-related learning outcomes

  1. Think critically in order to produce logical and structured arguments supported by evidence.

  2. Work both independently and in teams, set goals, and complete tasks within deadlines.

  3. Sharpen your academic writing skills.

Module content

Indicative lecture topics:

  • Online marketplace analysis

  • The digital marketing strategy planning process

  • Impact of digital developments on the principles of the offline marketing mix

  • Relationship marketing on digital platforms

  • Customer engagement in B2C and B2B environments

  • Digital media campaign planning

  • The role of data and analytics

Assessment

Task Length % of module mark
Essay/coursework
Essay : Individual Written Coursework		 N/A 100

Special assessment rules

None

Reassessment

None

Module feedback

Students will receive feedback on formative assessment at the end of the presentation. They will also receive a feedback sheet with detailed comments on their summative assessment explaining how the student performed in relation to each assessment criteria. Turnaround time for summative assessment will be consistent with the departmental policy. Finally, at the end of term, the module leader will develop a report on the module which, once approved by the Board of Exams, will be uploaded onto VLE and made accessible to students.

Indicative reading

Useful textbooks

Chaffey, D. and Ellis-Chadwick, F. (2019) Digital Marketing: Strategy, Implementation and Practice. UK: Pearson.

Useful Journals

Computers in Human Behavior

European Journal of Marketing

Harvard Business review

Industrial Marketing Management

International Journal of Information Management

Internet Research

Journal of Advertising Research

Journal of Brand Management

Journal of Business Research

Journal of Interactive Marketing

Journal of Marketing Management

Journal of Product & Brand Management


The information on this page is indicative of the module that is currently on offer. The University is constantly exploring ways to enhance and improve its degree programmes and therefore reserves the right to make variations to the content and method of delivery of modules, and to discontinue modules, if such action is reasonably considered to be necessary by the University. Where appropriate, the University will notify and consult with affected students in advance about any changes that are required in line with the University's policy on the Approval of Modifications to Existing Taught Programmes of Study.