ODL - Behavioural Science, Social Media and Marketing Analytics

Topic outline

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  General

  
  

  • Module Overview

  • Module Lecturer

    Hello dear students, my name is Dr. Behrang and will be your lecturer for BSSMMA.  Please feel free to contact me via Ms Teams or email, I am also available for 1-2-1 consultation (Please refer to the iConsult system).   Should you have any queries or questions please reach out, best of luck with the module!
    

    
    

    
    

    
    

  • Module Synopsis

    This module introduces students to three primary kinds of literature: behavioural science, social media, and marketing analytics. Students will be exposed to an industry standard management model that links customer behaviour, social media and marketing analytics. Furthermore, this module emphasizes the importance of customer behaviour in developing marketing strategies in digital world. The student will collect and analyse customer web experiences and web behaviours using various market analytics. Specifically, this module will inform students on: (i) consumer behavioural issues, (ii) society's uptake of social media and the form of data being generated, and (iii) the marketing analytic perspectives, including the insights generated out of analytics.
    

    
    

    Course Learning Outcomes

    CLO1:  Explain the theoretical and conceptual elements of behavioural science, social media and marketing analytics (C5, PLO2)

    CLO2: Report the marketing analytics and social media using analytic metrics (A3, PLO6)

    CLO3: Construct the dynamics between behavioural science, social medial and marketing analytics in a practical setting (P4, PLO3)

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  Introduction

  
  

  • Overview Page

    Welcome to our first class. We will discuss the following matters.

    •Module overview

    •Assessment requirements

    •Teaching strategies

    
    
    

  • Module Introduction File
  • Discussion Forum

    Please raise any queries about how the module will be covered as well as the nature of assessments
    

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  Week 1

  
  

  • Overview Page

    Ready for the first topic?  I am sure you are all excited to get started! The learning outcomes for this topic are as follows:

    • Describe the characteristics of Interactive   Marketing and how it has necessitated the   increased reliance on the Internet
      
    • Identify branding and pricing issues and   explain channel conflict management

    
    
    

  • Introduction to Digital Marketing File
  • Discussion Forum

    Discuss how E-Commerce changes the Four Ps of marketing
    

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  Week 2

  
  

  • Overview Page

    This session's learning outcomes are as follows:

    • Explain the types of decision marking
    • Discuss the problems in decision making
      
    • Describe the nature of online decision making
      
      

    
    
    

  • Online Consumer Behaviour File
  • Discussion Forum

    Discuss the types of decision making and the problems inherent in them
    

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  Week 3

  
  

  • Overview Page

    Two topics to cover this week, so make sure you have lots of coffee and snacks at hand!  This session's learning outcomes are as follows:

    • Explain the AIDA Model
    • Discuss the Funnel Model
      
    • Describe the customer Journey
    • Explain the conversion process

    
    
    

  • Digital Marketing Funnel File
  • Digital Marketing Process File
  • Discussion Forum

    Two tasks this week:

    1. Research and provide any ONE example of a great Customer Decision Journey or Accelerated Loyalty Journey
    2. Comment on a classmate's post and provide critical feedback

    
    

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  Week 4

  
  

  • Overview Page

    Back to a single topic this session, the learning outcomes are as follows:

    • Discuss key metrics and the effectiveness
    • Describe the attributes of effective metrics
      

    
    
    

  • Digital Marketing Analytics Metrics File
  • Discussion Forum

    Referring to any company or industry, provide an account of the key metrics and how they can be utilised
    

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  Week 5

  
  

  • Overview Page

    For this weeks topics the learning outcomes are:

    • Discuss data and its opportunities to marketers
    • Describe the issue of social media and its’ Return on Investment
      
    • Explain the notion of social metrics mapping and its tools

    
    
    

  • Social Media and Data File
  • Social Media Strategy and Analytics File
  • Discussion Forum

    Discuss ways to measure return on investment and how social metrics mapping/tools can help
    

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  Week 6

  
  

  • Overview Page

    Back to a single topic this session, the learning outcomes are as follows:

    • Discuss how to determine if a website is performing
    • Describe the role of Search Engine Optimisation in addressing business outcomes
      

    
    
    

  • Attracting Website Visitors File
  • Discussion Forum

    Referring to any company or industry, outline the use of 3 social media metrics
    

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  Week 7

  
  

  • Overview Page

    For our penultimate session we will be address the following learning outcomes:

    • Explain what is meant by Audience Analysis
    • Apply different Audience Analysis techniques
    • Explain the benefit of an integrated marketing platform

    
    
    

  • Convert Visitors to Leads File
  • Return on Investment File
  • Discussion Forum

    Practice the examples shared in this week's session and share your output/results here.  Provide at least 1 person with feedback

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  Week 8

  
  

  • Overview Page

    We're finally at the tail end of the course, only 2 topics to go!  Here are our final set of learning outcomes:

    • Define marketing analytics
    • Discuss the link between marketing analytics, firms and markets
      
    • Explain types of data and its use
    • Explain the concepts of analysis, reporting and visualisation

    
    
    

  • Audience and Data Story File
  • Visualisation and Data Analytics File
  • Discussion Forum

    Discuss the components of marketing analytics and the associated data