Precision Marketing for Smarter Campaigns

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Modules

Courses / Modules / ARTD6910 Precision Marketing for Smarter Campaigns

When you'll study it

Term 1

CATS points

ECTS points

7.5

Level

Level 7

Module lead

Juliet Tomlinson

Academic year

2026-27

Module overview

In this module, you will explore the principles and practices of marketing optimisation, focusing on how to refine strategies to maximise both effectiveness and efficiency. You will be introduced to key marketing metrics that help evaluate performance and provide insights into campaign success. Through this, you will gain knowledge and understanding of how organisations demonstrate return on marketing investment and ensure accountability in decision-making. You will explore how to use data to identify opportunities, make informed adjustments, and enhance the impact of marketing activities. By engaging with real-world tools and techniques, you will develop the skills to measure, evaluate, and optimise campaigns with precision, ensuring that every marketing effort is strategically aligned and results-driven.

Aims and Objectives

Learning Outcomes

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

Demonstrate innovative targeting techniques to enhance the impact and relevance of marketing campaigns.
Research and critically evaluate key marketing metrics to evaluate campaign performance.

Disciplinary Specific Learning Outcomes

Having successfully completed this module you will be able to:

Formulate creative, innovative and enterprising marketing campaign strategies that integrate optimisation tools, metrics, and data insights to enhance campaign impact and ROI.

Transferable and Generic Skills

Having successfully completed this module you will be able to:

Demonstrate how data insights can be used to make informed, strategic adjustments to marketing campaign activities.

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

Contemporary and emerging strategic developments and challenges in marketing optimisation for data-driven marketing strategy and campaigns.

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

Assessment

Summative

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

Breakdown
Method	Percentage contribution
Portfolio	100%

Referral

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

Breakdown
Method	Percentage contribution
Portfolio	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
Portfolio	100%

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