Surrey University Stag


Module code: MANM536

Module Overview

This module aims to help students recognize the role of web analytics within the digital marketing landscape, and practically apply web analytics tools and technologies to monitor performance of web-based marketing activities. The module involves both conceptual and practical aspects.

Module provider

Surrey Business School

Module Leader


Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 7

JACs code:

Module cap (Maximum number of students): N/A

Overall student workload

Independent Learning Hours: 84

Lecture Hours: 22

Seminar Hours: 11

Guided Learning: 11

Captured Content: 22

Module Availability

Semester 2

Prerequisites / Co-requisites


Module content

Indicative topics include:

  • SEO and SEM

  • Customer-centric website design and optimization

  • Web analytics and web data driven marketing

  • Web usability and user experience

  • Future trends of web analytics

Assessment pattern

Assessment type Unit of assessment Weighting
Project (Group/Individual/Dissertation) Group project 40
Coursework Individual report 60

Alternative Assessment

Individual essay in lieu of Group Project.

Assessment Strategy

The summative assessment for this module consists of:

  • Group project - 40% (LOs 2, 4 and 5)

  • Individual Report - 60% (LOs 1, 3 and 4)

Formative assessment and feedback: Seminars are designed to include activities relevant to the assessments, a detailed marking scheme is provided to students to explain the assessment criteria used and the weighting of each criterion. Criteria have been developed in line with the learning outcomes.

Summative feedback, explaining what students did well and less well, will be published on SurreyLearn once the marking process of the group assignment is completed

Generic feedback, including a statistical breakdown, will also be posted on SurreyLearn so that students can gauge their own performance in relation to the whole cohort's performance.

Module aims

  • Provide an in-depth knowledge of the fundamental terminology, concepts, models and theories underpinning web analytics and SEO
  • Provide a comprehensive view of the relationship between website design and consumer experience (Usability and User Experience)
  • Use the power of storytelling to communicate insights through engaging data visualizations and dashboards

Learning outcomes

Attributes Developed
001 Critically assess and formulate SEO plans/strategies CK
002 Use key website analytics tools to create appropriate reporting tools and metrics dashboards KP
003 Critically evaluate web analytics data to interpret the customer journey PT
004 Critically assess and convert data driven web data into actionable insights P
005 Comprehend and apply effective web design principles of website architecture and usability, justifying and reflecting upon your approach. CKPT

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

Methods of Teaching / Learning

The module is delivered through weekly lectures, seminars and guided learning activities. Theory and concepts are disseminated in lectures and applied/enhanced with seminar activities in the form of case studies, practical activities and seminar leader-led interactive sessions to discuss the development of group and individual assignments. All Learning Outcomes are supported by lectures, seminars and associated reading.

Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list
Upon accessing the reading list, please search for the module using the module code: MANM536

Other information

Employability: Digital marketing skills are in high demand across the world and the scope of what is/can be done in this space is constantly evolving. The programme is closely aligned with industry expectations of specific skills needed to work in any organization with a digital presence. Thus, overall graduate employability is wider as graduates are not limited to one industry but can apply their digital skills across various industries. Each student is supported to develop a unique set of individual, interpersonal and professional skills, which are relevant to their discipline and career/entrepreneurial ventures.

Sustainability: It can be said that the very nature of Digital Marketing as a discipline may contribute to dematerialization and consequently lowering carbon footprints. Overall, sustainability is factored into the content of the module. Students will examine some ethical and social issues of data analysis.

Digital capabilities: Digital capabilities are at the heart of this programme. Students will develop capabilities fundamentals of web design principles and analytics.

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2024/5 academic year.