Module Information

Module Identifier
Module Title
Digital Analytics
Academic Year
Semester 2

Course Delivery



Due to Covid-19 students should refer to the module Blackboard pages for assessment details

Assessment Type Assessment length / details Proportion
Semester Assessment Report  2500 word report  50%
Semester Exam 2 Hours   Written Exam  50%
Supplementary Assessment Report  2500 word report  50%
Supplementary Exam 2 Hours   Written Exam  50%

Learning Outcomes

On successful completion of this module students should be able to:

1. Critically discuss analytics in complex digital ecosystems

2. Describe and evaluate components of digital analysis

3. Analyse and synthesize the impact of digital analytics on organisation performance

4. Using digital analysis to generate value

Brief description

Evaluating the synergistic digital ecosystem provides business professionals with essential insight into inward and outward facing processes. To achieve this understanding it is necessary to determine the fundamental digital analytics concepts and capabilities possible to an organisation. Every organisation will use a different combination of tools to engage with their key audiences and each will possess different analytic interfaces and data. Evaluating such data for the purpose of Brand/Audience or Ecosystem achieves advantage in the marketplace, how the organisation uses that advantage is explored latterly in this module.


Understanding the synergistic digital ecosystem
Understanding digital analytics concepts
Choosing digital analytics tools
Digital Analysis
Using digital analytics to inform business programmes
Launching new products
Building useful reports

Module Skills

Skills Type Skills details
Application of Number
Communication Write for different purposes and audiences.
Improving own Learning and Performance Devise and apply realistic learning and self-management strategies. Devise a personal action plan to include short and long-term goals.
Information Technology Present information and data. Use a range of commonly used software packages.
Personal Development and Career planning Review and monitor progress, revising action plan as appropriate, to improve overall performance.
Problem solving Identify factors which might influence potential solutions. Develop creative thinking approaches to problem solving. Evaluate advantages and disadvantages of potential solutions.
Research skills Tackle problems involving number.
Subject Specific Skills These will evolve with the module.
Team work Play an active part in group activities. Exercise negotiation and persuasion skills.


This module is at CQFW Level 6