Teaching Responsibility
LJMU Schools involved in Delivery:
LJMU Partner Taught
Learning Methods
Lecture
Practical
Workshop
Module Offerings
5601MCIPA-SEP-PAR
Aims
This module will enable students to understand, analyse and apply data and insights to strategic creative industries and performing arts marketing campaigns and business plans. It will introduce students to industry standard analytics tools and dashboards and teach them how to utilise these assets in order to reach new audiences, consumers and fans. Students will learn how to use data as a strategic tool to maximise the effectiveness of their digital marketing campaigns.
This module will also introduce techniques on how to analyse findings and ‘ask the right questions’ of data, preparing students for their Level 6 research project.
Learning Outcomes
1.
Analyse the data behind marketing campaigns.
2.
Apply the use of analytics and insights.
3.
Understand the importance of analytics and insights as a tool in research and reporting.
Module Content
Outline Syllabus:
The Digital Customer Journey:
The Digital Customer Journey:
- Data, Profiling and CRM.
- Digital Campaign Management and Media.
- Research Methods.
- Email Marketing.
- Website Optimisation.
- Analytics and Platforms.
- Market Research.
Module Overview:
Word of mouth is still cited as the biggest influence on a consumer's cultural decision making, but how do you know when youve created that buzz and more importantly, once you have, how do you know its working? This module will introduce you to the types of research and marketing methods that professional creative industries and performing arts managers use when designing and analysing their own marketing campaigns. You will work with various online insights platforms and more importantly, be guided on how to ask the right questions of the data in front of you.
The digital world is a crowded marketplace, and as the international marketing expert Seth Godin said, You cant be seen until you learn to see.
Word of mouth is still cited as the biggest influence on a consumer's cultural decision making, but how do you know when youve created that buzz and more importantly, once you have, how do you know its working? This module will introduce you to the types of research and marketing methods that professional creative industries and performing arts managers use when designing and analysing their own marketing campaigns. You will work with various online insights platforms and more importantly, be guided on how to ask the right questions of the data in front of you.
The digital world is a crowded marketplace, and as the international marketing expert Seth Godin said, You cant be seen until you learn to see.
Assessments
Test