LO1 Recognise the role of Marketing Analytics and its importance in relation to making marketing management decisions

Module Handbook 2024/25

Marketing Analytics 

Module Code: MKT742 (62161)

Course/s: MSc Marketing 

Departments of Management, Leadership and Marketing

Ulster University Business School

Notice

Please be aware the information provided within the module handbook is subject to change.

Table of Contents

Marketing Analytics

Module Code: MKT742 (62160)

Table of Contents

Welcome

1. Module Overview and Communication

2. Sustainable Development Goals (SDGs) and Graduate Attributes (GAs) in your module

3. Aim and Learning Outcomes

4. Assessment and Feedback

5. Learning Resources

6. Organisation and Management

7. Student Voice and Support Services

1. Module Overview and Communication

2. Sustainable Development Goals (SDGs) and Graduate Attributes (GAs) in your module

Sustainable Development Goals (SDGs)

The UN SDGs are a comprehensive set of global goals to end poverty, protect our planet, and improve living conditions of the Global Population. You are encouraged to think critically and reflect on SDGs in the context of this module.

The following SDGs are relevant in the context of this module:

Graduate Attributes (GAs)

Ulster University’s Graduate Attributes are a high-level set of competencies, developing universal understandings, skills, qualities, and values. 

As a result of engaging with this module you will have opportunities to develop and practise the following selected attributes:  

KEY:

D = Developed

A = Assessed

3. Aim and Learning Outcomes

Module Rationale

This module will seek to provide students with an in-depth understanding of qualitative and quantitative data analysis methods.Students will use the latest analytics software packages to digitally research defined problems and develop business reports that present this data in a coherent manner.They will study their application to both business and academic contexts.Students will learn to manipulate data from a variety of industry databases and social media sites such as Instagram and LinkedIn analytics.The module will focus on the analysis and interpretation of primary and secondary data.

Overall Aim of the Module

The overall aim of this module is to enable students to study and develop digital literacy skills in order to collect, analyse and report on data from a variety of digital sources.

Specifically, the aims of the module are:

• To introduce students to Marketing Analytics as a key area of marketing

• To develop research and analysis skills to enable students to conduct an applied research project and present meaningful results

• To ensure that students have the necessary competencies to interrogate and analyse different types of data from a variety of digital sources

• To enhance and further develop knowledge, intellectual, professional and transferable skills that will help prepare students for employment

Learning Outcomes

1. Successful students will be able to:
2. Recognise the role of Marketing Analytics and its importance in relation to making marketing management decisions
3. Critically evaluate various formats of data from a variety of digital sources whilst ensuring its reliability, validity and significance for marketing
4. Demonstrate an ability to display practical analysis competencies within agreed guidelines to complete a project
5. Source, plan and present digital market research information, both qualitative and quantitative, in an appropriate form to an intended audience.

4. Assessment and Feedback 

Summary Assessment Information

Assessment Guidance

1) Word count includes the title page, contents page, in-text references and citations but excludes sourced tables, reference list and appendices.

1) Your work should include references to relevant journal articles and other good quality information sources and should be properly laid out using the Harvard system of referencing. More detailed guidance is available in the ‘Guide to Referencing in the Harvard Style’. We encourage you to make good use of all the support services offered by your Faculty Subject Librarian, further details are in the Learning Support Services Section.  

2) You should refer to the assessment criteria to provide fuller details of the marking criteria for each classification band.

3) In addition, you should refer to the standard assessment guidelines as presented in your Course Handbook/Support Area, this includes guidance and policies on referencing style, plagiarism, etc.

4) We recommend the use of Studiosity which offers constructive feedback on draft written submissions within 24 hrs.  

5) Coursework must be submitted by the dates specified. Coursework submitted after the deadline, without prior approval, is not normally accepted. For further guidance on the late submission of coursework, please see the course handbook.

6) Non-compliance with the word limit will result in a penalty being applied in accordance with the University Word Limit Policy which can be found on your Course Support Area in Blackboard.

Coursework 1

Assessment Task

 Create Me Infographic

Coursework 1 – BRIEF

Students are required to develop 2 professional social media sites one should be LinkedIn and the other can be either X or Instagram. You will use these sites to market a topic  that interests you such as Marketing, Travel, Food, Sport and so on. You must provide professional content on these sites. These will be new sites that are strictly professional and not related to your personal sites as you must leave these open and public (you can use an already created site if you are happy for this content to be public). You will then create a Blog website using Blogger.com (or any other publishing tool that allows Google Analytics to be attached for free) that will be a blogging site for you to develop content on your chosen topic. You will use your social media accounts to drive traffic to this blog site. You are expected to add regular blogs (at least 2 blog stories) to this site on relevant topics and stories that interest you and will showcase your skills as a professional business person. Make sure you focus on key words that will be picked up by SEO. You are permitted to use an AI tool such as ChatGPT/CoPilot to create content for your blog as long as you develop this content and make it your own.

The first assignment should take the form of an individual infographic developed using Canva. You must produce an infographic that includes screenshots of your social media sites and your Blog website. You must paste 2 blog stories into your infographic as evidence you have completed this task.Add posts to your blog to see what posts attract viewers more than others.  Add categories and tags to your blog posts to give viewers more opportunities to access the content. You must also include your project goal and objectives that you hope to achieve; what do you expect your traffic patterns will look like by the end of your project? Will you have more or fewer hills and valleys, more or less growth? How many users to your blog will  you aim for and so on? You should include a narrative that describes how you have developed your ‘create me’ blog and social media sites.This infographic should be 6 standard pages in Canva.

Detailed guidance will be given in the week 1 workshops to show you how to create a blog site using blogger.com and how to create an infographic for this assessment exercise.

This element of coursework accounts for 40% of the overall assessment. Students should refer to the marking criteria attached to provide them with fuller details of marking criteria for each classification band.

Structure of Infographic:

• Introduction
• Goal and objectives with a narrative around your choices
• Screenshots of both social media accounts to include your recent posts, with a narrative to describe
• Screenshots of at least 2 blog stories you have created, with a narrative to describe
• Live links to your social media accounts and your blog
• Conclusion

Failure to address all of the above will result in poor performance in this assessment.

Completed assignments must be submitted via Turnitin by Friday 18th July 2025@ 12:00 Noon.

.  This date and time is final, and a late submission will be penalised as per UU policy  on late submissions.

All submitted assignments should have the file name:  MKT742 Infographic_yourname

Coursework 1 – FEEDBACK

Written feedback on the assessment will be provided via Blackboard 4  weeks after submission.

Coursework 2 – BRIEF

The assignment should consist of a 3000 words report excluding title page, contents page, intext references and citations, tables, reference list and appendices.Students will perform market analysis on their social media and blog sites to assess how successful these pages have been. The report should include analysis with evidence of the data metrics from Google Analytics dashboards, these will give you a good picture of traffic to your site. You will be directed to the reports you should include and provide a complete analysis of.

During the module you should focus on driving traffic from your social media sites to your blog.  Leave the default search engine settings on your Blogger.com blog to allow spiders to crawl your blog and enable traffic from search engines (we will set this up during class time). Make sure you have Google Analytics connected correctly to your blog so that analytics can be collected for the duration of semester. Focus on answering questions such as, was your campaign successful, what lessons have you learnt and what would you do differently for your next campaign. You MUST use Google Analytics to analyse your campaign, blogger.com reports are not acceptable for analysis as this data gets spammed and is not accurate. You must critically analyse and not just describe this data, so ask yourself ‘so what does this mean?’ in order to properly analyse the data.

You should include a 500 word (included in the above word count) reflection on your learning in this module at the end of the report. It should be structured using the specific questions provided to you in the assessment folder in BBL. Please focus on the skills you have developed and not verbatim on what you did, you MUST use specific examples from class to answer these questions.

OR

Alternative report for those who cannot get GA working with their blog (you must have permission from the module coordinator to undertake this assessment)

The assignment should consist of a 3000 words report excluding title page, contents page, intext references and citations, tables, reference list and appendices.  Students will perform market analysis on Google Merchandise Store GA data. The report should include analysis with evidence of the data metrics from Google Analytics dashboards, these will outline traffic to Google Merchandise Store site. You will be directed to the reports you should include and provide a complete analysis of. You will find a full outline of this alternative assessment in the assessment tab in the module area in BBL.

You should include a 500 word (included in the above word count) reflection on your learning in this module at the end of the report. It should be structured using the specific questions provided to you in the assessment folder in BBL. Please focus on the skills you have developed and not verbatim on what you did, you MUST use specific examples from class to answer these questions.

Detailed guidance will be given during face to face workshops to explore design factors and how to connect your analytics to your blog for this assessment exercise.  This element of coursework accounts for 60% of the overall assessment. Students should refer to the marking criteria attached to provide them with fuller details of marking criteria for each classification band.

Completed assignments must be submitted via Turnitin by Friday 29th August 2025@12:00Noon

.  This date and time is final, and late submissions will be penalised as per UU policy.

All submitted assignments should have the file name:  MKT742 AnalyseMe_yourname

Coursework 2 – FEEDBACK

Written feedback on the assessment will be provided via Blackboard on 4 weeks after submission date.

Coursework 2 – ASSESSMENT RUBRIC/MARKING PROFORMA

5. Learning Resources

Library’s Support Services

In collaboration with teaching staff, your Subject Librarian will be delivering timetabled workshops to ensure you are able to make the best use of the Library’s services and information resources in successfully completing your coursework. Furthermore, if you need specific help with an assignment or dissertation then you can make an appointment to meet with your Subject Librarian by email, phone or through using the appointments schedule.

Online support is also available by accessing the Library’s Faculty Guides as these provide help in developing your information and research skills by identifying the best learning resources available, forming effective literature searches, offering academic writing support and adopting the best referencing techniques.

Blackboard Learning Support

If you require help or support with any of the digital learning tools utilised within your module, please contact The Blackboard Helpdesk via: blackboardhelpdesk@ulster.ac.uk

6. Organisation and Management

MKT742 Marketing Analytics is a 20-credit point module, this requires approximately 200 hours of your commitment, distributed through the following learning and teaching activities over the 15-week semester. For a description of the nature of the learning activities please refer to your course handbook.  

Summary of Learning Activities

The teaching and learning plan provides a more detailed overview of content on a weekly basis.

Module delivery will typically consist of 4 x 7 hour workshops over 4 weeks from weeks 1-4 of semester 2.

All students should download the SEAtS Student Attendance App to their smartphones.Regularly checking into class using the app helps you keep track of your attendance and ensures you stay on course with your studies. For more information, including user guides, video demonstrations, and FAQs, please click here. (link to: Attendance at University - Ulster University)

Please refer to the teaching and learning plan below for the weekly topic. 

 Teaching and Learning Plan

The teaching plan/order of weekly topics is subject to change. The list below provides an outline summary of weekly activities and further information is available on BBL in the relevant week’s folder. Students will be expected to engage in all prescribed activities that contribute towards final assessment.

Students will be expected to engage in all prescribed activities that contribute towards final assessment.