PE7055 - Marketing Metrics and Analysis

What will I learn on this module?

In this module, you will explore the important role of an organisation’s digital channels as part of their marketing strategy.

You will learn the principles of website/channel evaluation and will use analytic tools for the analysis of digital data to help measure the effectiveness of web marketing and improve the user experience.

The module will aim to give you:

• An introduction to web marketing
• Website evaluation – comprising context of use & usability, layout & navigation, home page & testing.
• Application of web marketing including search engine optimisation, pay per click, conversion rate optimisation
• An introduction to web analytics, with particular reference to an industrial standard application (most likely google analytics).
• Campaign metrics and measurement.
• Multichannel metrics.
• Consolidation and/or assessment.

At the end of the module you may be in a position to take the Google Analytics Individual Qualification (GAIQ) test as part of your broader Continual Professional Development.

How will I learn on this module?

n this module you are empowered as partners in the learning process, taking responsibility for your own learning. You will learn through taught online workshops, tutor guidance and feedback. Your learning in this module is through actively engaging with the various concepts, theories and techniques that are introduced to you. The basis for the learning materials in this module are comprised of the principles of website evaluation and the analysis of web data to help measure the effectiveness of web marketing and improve the user experience. Engaging with the materials (including written, audio and video formats), undertaking interactive tasks, and following up directed reading, will provide a framework for informing and justifying your decisions in relation to your case study assessment.

The interactive workshop sessions provided online via the module Blackboard portal will provide you with a theoretical and practical underpinning of the module content, supported by online interactive discussion.

The module has a supporting reading list that provides you with an opportunity to see how theories from different areas of digital marketing (social media, search, email, UX, etc.) can be applied to build, improve, and measure digital campaigns.

Your directed study will support the work you have undertaken in the interactive sessions. Independent learning time is set aside for learning activities, self-identified by you, to gain a deeper and broader knowledge of the subject. You may undertake further reading.

The continuous practical nature of the interactive workshops and the online discussion boards means that tutor (formative) feedback will be received continuously, via the online discussion board and Blackboard Collaborate. Discussion board evaluations, tutor and peer feedback and directed learning activity provide formative assessment.

The module takes a very applied approach to digital marketing practice, and the assessment for this module is based upon a case study sourced from real marketing data. The intention of this module is that you will become skilled in the process of campaign measurement and evaluation and also improve your ability to improve campaign performance.

How will I be supported academically on this module?

You will be an autonomous, self-motivated learner within a supportive distance learning environment. The module tutor provides generic module guidance in various formats via the VLE. This includes an introductory video from the module tutor as well as a module handbook, guides to particular aspects of the module (e.g. digital media), and an evolving ‘message board’ section of the module site. The module tutor provides regular updates via the VLE throughout the process of completing this module.

Your learning is supported by a Teaching and Learning Plan, offering guidance on reading to prepare for workshops and help with the completion of the assessment. Within this plan there are also suggested learning activities, which guide you in your independent learning. These activities allow you to reflect and evaluate your knowledge and skills and in this area. Throughout, the emphasis will be on high levels of student participation, both individually and within small groups or teams via the discussion board and Blackboard Collaborate. You can therefore expect the reflective-practitioner approach to learning to be embedded in all workshop sessions through undertaking activities which enable you to apply theory to 'real-life' situations, critically analysing and making recommendations for appropriate ways forward for the organization/individual.

Support will be provided to you by a member of academic staff leading the module and providing the interactive workshop input. The module tutor will support the online discussion board and may be contacted individually or by groups of students via the discussion board and Blackboard Collaborate. This support is part of the module’s e-learning portal, which houses workshop materials, case studies and how-to multimedia & text files. These materials relate to the different aspects of the module and will develop your understanding of marketing metrics and analysis, which you can then apply to your assessment.

You will also receive with a wide-ranging electronic reading list that comprises of various books, conference papers and journal articles that showcase the application of various enterprise skills in the module. The university library provides additional support in terms of recommended databases, from which to gather valuable secondary data for your assessment.

The module assessment consists of several inter-related tasks which will be distributed at the start of your teaching semester, with ongoing discussion and support by means of the discussion board and Blackboard Collaborate. This will encourage your active participation in the learning process throughout the semester. Your work on these tasks will be the focus of your final business report, representing 100% of the assessed work on this module.

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:
(Reading List service online guide for academic staff this containing contact details for the Reading List team –

What will I be expected to achieve?

What will I be expected to achieve?
(SRS 0005)

Knowledge & Understanding:
• MLO1: Have developed a critical understanding of web evaluation, metrics and analytics in the context of web marketing.
• MLO2: Analyse and critically assess web marketing strategies through deployment of relevant web analytical software and communicate the outcomes of this evaluation to a relevant business audience.

Intellectual / Professional skills & abilities:
• ML03: Make and critically assess relevant decisions about taking forward or enhancing the web marketing strategies based on this assessment and associated consultation.
• MLO4: Develop appropriate web analysis and critical evaluation skills to support organisational decision making for marketing.

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• MLO5: Critically appraise the ethical issues associated with marketing data collection and analysis.

How will I be assessed?

The summative assessment is an individual assignment which is a written business report on a case study of a real-time marketing database (4,000 words) which is submitted at the end of the module. This assessment component is worth 100% of the module mark.

This assesses MLO1-MLO5 inclusive.

Formative assessment will take place through group work, assignment discussion and reflection, case study activity, and interactive (discussion board based) theory/practice related discussions.

Criteria will be provided to enable you to understand what is expected in the assignment and how you will be assessed on your performance.





Module abstract

In this module, you will explore the important role of the website in an organisation’s digital marketing strategy. This module will cover the main aspects of marketing metrics and subsequent analysis of data:

• Understanding user experience - context of use & usability, layout & navigation.
• Application of web marketing including search engine optimisation, pay per click and conversion rate optimisation.
• Web Analytics, with particular reference to an industrial standard application (most likely Google analytics).

The module will lead you to the development of fundamental, contemporary skills for implementing and measuring digital marketing campaigns. On completing the module, you will learn about the specific challenges of capturing and collecting marketing data in the context of big data and acquire the skills to use this data to develop effective digital strategies. At the end of the module you may be in a position to take the Google Analytics Individual Qualification (GAIQ) test as part of your broader Continual Professional Development.

Course info

Credits 20

Level of Study Postgraduate

Mode of Study 2 years Part Time (Distance Learning)

Location City Campus, Northumbria University

City Newcastle

Start Upcoming Intakes - July 24, October 2024

Fee Information

Module Information

All information is accurate at the time of sharing. 

Full time Courses are primarily delivered via on-campus face to face learning but could include elements of online learning. Most courses run as planned and as promoted on our website and via our marketing materials, but if there are any substantial changes (as determined by the Competition and Markets Authority) to a course or there is the potential that course may be withdrawn, we will notify all affected applicants as soon as possible with advice and guidance regarding their options. It is also important to be aware that optional modules listed on course pages may be subject to change depending on uptake numbers each year.  

Contact time is subject to increase or decrease in line with possible restrictions imposed by the government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors if this is deemed necessary in future.


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