This assessment is designed to assess the following Module Learning Outcomes:
MLO 1: Have developed a critical understanding of marketing metrics, evaluation, and analytics, particularly in the context of digital marketing.
MLO 2: Develop appropriate analytical and critical evaluation skills to support organisational decision making for marketing.
MLO 3: Analyse and assess digital marketing strategies through deployment of relevant web/mobile analytical software and communicate the outcomes of this evaluation to a relevant business audience.
MLO 4: Make relevant decisions about taking forward or enhancing marketing campaigns based on this assessment and associated consultation.
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Mapping to Programme Goals and Objectives:
This assessment will contribute directly to the following postgraduate programme goals and objectives.
Goal 1: To develop the skills necessary for employment and career progression
Students will be able to:
Demonstrate awareness of personal strengths and weaknesses and the ability to engage in continuing self-development
Demonstrate the development of inter-personal and intra-personal skills
Demonstrate competence in contemporary analytical and ICT applications
Goal 2: Be culturally and ethically aware
Students will be able to:
Demonstrate their ability to work in culturally diverse groups and teams and make appropriate and personal contribution to team effectiveness
Reflect on their own ethical values
Understand the wider impact of individual or organisational decision making on social and environmental contexts
Goal 3: Have developed leadership and management capability
Students will be able to:
Analyse and communicate complex issues effectively
Demonstrate decision making, problem solving and project management skills
Goal 4: Have developed and applied knowledge of international business and management theory
Students will be able to:
Acquire, interpret and apply knowledge of international business, management and organisational functions
Demonstrate an understanding of the impact of innovative and contemporary research on the business and management community
Acquire, interpret and apply specialist functional knowledge in relation to their programme of study
Goal 5: Have developed a range of research skills and project capabilities
Students will be able to:
Plan and complete a major piece of research or project on a contemporary business, financial, management or leadership topic
Demonstrate skills of analysis and synthesis in the application of research methods to the exploration of contemporary business and management issues
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