WEB ANALYTICS - 2025/6
Module code: MANM593
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
SOL - Surrey Business School
Module Leader
CAIRNS Robert (SBS)
Number of Credits: 15
ECTS Credits: 7.5
Framework: FHEQ Level 7
Module cap (Maximum number of students): N/A
Overall student workload
Independent Learning Hours: 100
Seminar Hours: 6
Guided Learning: 38
Captured Content: 6
Module Availability
Semester 2
Prerequisites / Co-requisites
None
Module content
Indicative topics includes:
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 |
|---|---|---|
| Coursework | Individual Project | 40 |
| Coursework | Individual Report | 60 |
Alternative Assessment
Not applicable.
Assessment Strategy
The summative assessment for this module consists of:
Individual project - (LOs 2, 4 and 5)
Individual report - (LOs 1, 3 and 4)
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 learning and teaching strategy is designed to provide structured formal learning through the online environment. By actively engaging in the full range of guided learning activities students will explore the fundamental concepts, tools and theories of the module to create new knowledge and build on existing experience, understanding of various, key concepts underpinning integrated marketing communications.
The live learning sessions are designed to provide students with the opportunity to learn through the application of skills, discussion and peer learning. Students are invited to contribute to discussions from their own background and experiences and are encouraged to be actively involved in problem solving, thus developing their own judgments, opinions and critical thinking. Students are expected to utilise independent learning to deepen their knowledge and skills in core areas of interest.
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
https://readinglists.surrey.ac.uk
Upon accessing the reading list, please search for the module using the module code: MANM593
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 2025/6 academic year.