ODL - Behavioural Science, Social Media and Marketing Analytics

Section outline

• Select section General

  Collapse Expand

  General

  Collapse all Expand all

  
  

  • Select activity Module Overview

    Completion

    Students must

    

    Mark as done

    Module Overview

  • Select activity Module LecturerHello dear students, my name is Dr....

    Completion

    Students must

    

    Mark as done

    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!
    

    
    

    
    

    
    

  • Select activity Module SynopsisThis module introduces students to ...

    Completion

    Students must

    

    Mark as done

    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)

• Select section Introduction

  Collapse Expand

  Introduction

  
  

  • Select activity Overview

    

    Overview Page

    Completion

    Students must

    

    Mark as done

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

    •Module overview

    •Assessment requirements

    •Teaching strategies

    
    
    

  • Select activity Module Introduction

    

    Module Introduction File

    Completion

    Students must

    

    Mark as done
  • Select activity Discussion

    

    Discussion Forum

    Completion

    Students must

    

    Mark as done

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

• Select section Week 1

  Collapse Expand

  Week 1

  
  

  • Select activity Overview

    

    Overview Page

    Completion

    Students must

    

    Mark as done

    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

    
    
    

  • Select activity Introduction to Digital Marketing

    

    Introduction to Digital Marketing File

    Completion

    Students must

    

    Mark as done
  • Select activity Discussion

    

    Discussion Forum

    Completion

    Students must

    

    Mark as done

    Discuss how E-Commerce changes the Four Ps of marketing
    

• Select section Week 2

  Collapse Expand

  Week 2

  
  

  • Select activity Overview

    

    Overview Page

    Completion

    Students must

    

    Mark as done

    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
      
      

    
    
    

  • Select activity Online Consumer Behaviour

    

    Online Consumer Behaviour File

    Completion

    Students must

    

    Mark as done
  • Select activity Discussion

    

    Discussion Forum

    Completion

    Students must

    

    Mark as done

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

• Select section Week 3

  Collapse Expand

  Week 3

  
  

  • Select activity Overview

    

    Overview Page

    Completion

    Students must

    

    Mark as done

    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

    
    
    

  • Select activity Digital Marketing Funnel

    

    Digital Marketing Funnel File

    Completion

    Students must

    

    Mark as done
  • Select activity Digital Marketing Process

    

    Digital Marketing Process File

    Completion

    Students must

    

    Mark as done
  • Select activity Discussion

    

    Discussion Forum

    Completion

    Students must

    

    Mark as done

    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

    
    

• Select section Week 4

  Collapse Expand

  Week 4

  
  

  • Select activity Overview

    

    Overview Page

    Completion

    Students must

    

    Mark as done

    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
      

    
    
    

  • Select activity Digital Marketing Analytics Metrics

    

    Digital Marketing Analytics Metrics File

    Completion

    Students must

    

    Mark as done
  • Select activity Discussion

    

    Discussion Forum

    Completion

    Students must

    

    Mark as done

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

• Select section Week 5

  Collapse Expand

  Week 5

  
  

  • Select activity Overview

    

    Overview Page

    Completion

    Students must

    

    Mark as done

    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

    
    
    

  • Select activity Social Media and Data

    

    Social Media and Data File

    Completion

    Students must

    

    Mark as done
  • Select activity Social Media Strategy and Analytics

    

    Social Media Strategy and Analytics File

    Completion

    Students must

    

    Mark as done
  • Select activity Discussion

    

    Discussion Forum

    Completion

    Students must

    

    Mark as done

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

• Select section Week 6

  Collapse Expand

  Week 6

  
  

  • Select activity Overview

    

    Overview Page

    Completion

    Students must

    

    Mark as done

    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
      

    
    
    

  • Select activity Attracting Website Visitors

    

    Attracting Website Visitors File

    Completion

    Students must

    

    Mark as done
  • Select activity Discussion

    

    Discussion Forum

    Completion

    Students must

    

    Mark as done

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

• Select section Week 7

  Collapse Expand

  Week 7

  
  

  • Select activity Overview

    

    Overview Page

    Completion

    Students must

    

    Mark as done

    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

    
    
    

  • Select activity Convert Visitors to Leads

    

    Convert Visitors to Leads File

    Completion

    Students must

    

    Mark as done
  • Select activity Return on Investment

    

    Return on Investment File

    Completion

    Students must

    

    Mark as done
  • Select activity Discussion

    

    Discussion Forum

    Completion

    Students must

    

    Mark as done

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

• Select section Week 8

  Collapse Expand

  Week 8

  
  

  • Select activity Overview

    

    Overview Page

    Completion

    Students must

    

    Mark as done

    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

    
    
    

  • Select activity Audience and Data Story

    

    Audience and Data Story File

    Completion

    Students must

    

    Mark as done
  • Select activity Visualisation and Data Analytics

    

    Visualisation and Data Analytics File

    Completion

    Students must

    

    Mark as done
  • Select activity Discussion

    

    Discussion Forum

    Completion

    Students must

    

    Mark as done

    Discuss the components of marketing analytics and the associated data