Module Details

Module Code: ANAL
Module Title: Digital Analytics and CRM
Title: Digital Analytics and CRM
Module Level:: 7
Credits:: 10
Module Coordinator: Myles Kelly
Module Author:: Deirdre Treacy
Domains:  
Module Description: The aim of this module is to enable students to understand the role of web analytics in digital marketing in measuring the preformance of digital marketing strategies . The module will provide students with practical skills in web analytics across a number of online platforms including Google Analytics, Facebook Insights, Twitter Analytics and LinkedIn Analytics. The module will also provide insight into the features and functions of customer relationship management theories and practices, representing new ways of conducting marketing and improving relationships with clients.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Understand web analytics concepts & frameworks to measure digital marketing performance
LO2 Apply strategies to interpret web analytics data and understand the connection between digital metrics, analytics, marketing tactics and business performance
LO3 Develop practical skills in digital analytics tools such as Google Analytics and other relevant Social Media Insights platforms
LO4 Interpret & communicate insights to a non-technical audience and advise on solutions to marketing problems
LO5 Critically reflect and evaluate the key principals of strategic CRM strategy and implementation, with an appreciation on the impact of CRM on the long-term growth of an organisation
LO6 Apply best practice and reflection in management and problem-solving techniques for customer relationships and develop a skillset to create, maintain and operate CRM systems.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is recommended before enrolment in this module.
No recommendations listed
Co-requisite Modules
No Co-requisite modules listed
Additional Requisite Information
No Co Requisites listed
 
Indicative Content
Digital Analytics Terminology & KPIs
Overview of key digital marketing metrics and terminology.
Google Analytics
Web analytics terminology, exploration of Google Analytics software.
Social Media Analytics
Exploration of Social Media KPIs & tools for measurement including, but not limited to, Facebook Insights, Instagram, Linkedin & Twitter Analytics
Business Insights & Communication
Generating actionable insight from digital metrics. Learning how to communicate marketing actions/ suggestions to a non-technical audience.
CRM and ECRM Strategy and Implementation
Evaluating impact of CRM strategies on business performance and develop a working knowledge of CRM software.
Module Content & Assessment
Assessment Breakdown%
Continuous Assessment100.00%

Assessments

Full Time

Continuous Assessment
Assessment Type Project % of Total Mark 60
Timing n/a Learning Outcomes 1,2,3,4
Non-marked No
Assessment Description
Using a case study or business, advise on appropriate KPIs & digital metrics to access the effectiveness of an organisation's digital strategy. Leverage insights from digital analytics to create & present a marketing optimisation report.
Assessment Type Project % of Total Mark 40
Timing n/a Learning Outcomes 5,6
Non-marked No
Assessment Description
Develop a strategic plan for a CRM system. The system should use current industry standards software and systems.
No Project
No Practical
No End of Module Formal Examination
Reassessment Requirement
Exam Board
It is at the discretion of the Examination Board as to what the qualifying criteria are.

SETU Carlow Campus reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Workload Category Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Theory and concepts of Data Analytics & CRM Every Week 2.00 2
Lab/Lecture Contact Practical GA & Social Media Analytics Applications Every Week 4.00 4
Independent Learning Non Contact Independent study to meet learning outcomes of module Every Week 12.00 12
Total Weekly Contact Hours 6.00
Workload: Part Time
Workload Type Workload Category Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Theory and concepts of Data Analytics & CRM Every Week 1.00 1
Lab/Lecture Contact Practical GA & Social Media Analytics Applications Every Week 2.00 2
Independent Learning Non Contact Independent study to meet learning outcomes of module Every Week 15.00 15
Total Weekly Contact Hours 3.00
 
Module Resources
Recommended Book Resources
  • Avinash Kaushik. (2009), Web Analytics 2.0, John Wiley & Sons, p.504, [ISBN: 0470529393].
  • Alex Gonçalves. (2017), Social Media Analytics Strategy, Apress, p.306, [ISBN: 1484231015].
  • Gary Angel. (2015), Measuring the Digital World: Using Digital Analytics to Drive Better Digital Experiences, 1st. Pearson FT Press, p.277, [ISBN: 978013419508].
  • Buttle, F. & Macklan, S.. (2015), Customer Relationship Management: Concepts & Technologies, 3rd Edition. Routledge, [ISBN: 978-113].
Supplementary Book Resources
  • Dave Chaffey,Fiona Ellis-Chadwick. (2019), Digital Marketing, Pearson Higher Education, p.576, [ISBN: 9781292241579].
  • Twomey, S. (2012), Customer Service in Ireland, 3rd Edition. Gill & Macmillan, [ISBN: 9780717].
This module does not have any article/paper resources
Other Resources
Discussion Note: