Search and Metrics MN5613

In this module you will learn how marketers are rising to the opportunity of big data and attempting to deliver the promise of truly 1-2-1 marketing. Students will gain an understanding of how to evaluate a marketing campaign’s effectiveness (e.g. ROI, ROAS…) by carefully considering objectives, outcomes, KPI’s, targets, and metrics selection and how these might be used to create a management dashboard. The module will also consider the current regulatory landscape for data compliance and study a range of current ethical issues. With greater focus put on content creation and curation, the module will explore how organisations seek to compete for the attention of audiences through organic means (search engine optimisation) and paid or boosted means (e.g. Ad words). The module will also encourage students to think creatively and then to apply what they learn to real working scenarios through a digital marketing simulation system and gain the practical skills required to become digital marketers.