Analytics in Action: Creative Campaign Strategy

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Modules

Courses / Modules / ARTD6906 Analytics in Action: Creative Campaign Strategy

When you'll study it

Term 3

CATS points

ECTS points

7.5

Level

Level 7

Module lead

Juliet Tomlinson

Academic year

2026-27

Module overview

This module will provide you with understanding of the role that data analytics has in supporting decision making and strategy development in marketing strategy and campaigns. You will gain insight into how to apply analytical tools to solve problems, and learn the principles, methods, and uses of data analytics in designing innovative and creative marketing strategies and campaigns to achieve marketing and business goals. You will develop an understanding of how analytics can build knowledge of online customer behaviour, manage customer relationships and be used to measure the effectiveness of marketing strategy and communication campaigns. You will be given an overview of contemporary and innovative marketing technology (MarTech) that is used to create, deliver, manage and measure creative online marketing campaigns and strategies.

Learning and Teaching

Teaching and learning methods

Indicative teaching and learning methods include webinars, facilitated discussions and debates, guest speaker presentations and self-directed study, authentic and experiential learning collaborative opportunities, live or business-relevant ‘real world’ projects, practical activities, reflective practice activities, and case study analysis. These methods are designed to integrate theory and practice, to foster a spirit of enquiry, promote collaborative learning and meet a range of learner needs and styles. Key transferable skills are encouraged via the learning and teaching activities throughout the programme. Teaching methods include: - live webinars - videos and podcasts - case study analysis - authentic and experiential learning collaborative opportunities - reflective practice activities - guest lectures - interactive forums Learning methods, including independent learning during non-contact time, include: - reflection on written feedback - evaluation of feedback: this may take the form of reflective formative tasks - group and collaborative projects and tasks - independent research and investigation - online reference material research - peer group learning and peer assessment tasks - problem-solving activities - class discussion and debate

Study time
Type	Hours
Independent Study	90
Online Course	26
Guided independent study	34
Total study time	150

Assessment

Summative

This is how we’ll formally assess what you have learned in this module.

Breakdown
Method	Percentage contribution
Individual Coursework	100%

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Breakdown
Method	Percentage contribution
Individual Coursework	100%

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.

Breakdown
Method	Percentage contribution
Individual Coursework	100%

Repeat Information

Repeat type: Internal & External

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