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The key focus of this module is to understand and implement search marketing. Search marketing is a wide area which includes elements of user experience (UX) and relives heavily on analytics. Organisations have a rudimentary appreciation of digital analytics however it is a largely underutilised resource. This module aims to address this skills gap by providing a deeper level of understanding of how analytics driven insights can fuel modern marketing campaigns, and play a large part in the success of search marketing – a key component of digital marketing Analytics play a significant role in customer segmentation, customer relationship management, marketing channel management and search engine optimisation, and many more core marketing concepts. A pivotal area where analytics driven insights plays a key role is in its support of strategic modification and enhancement of an organisations digital footprint, referred to as user experience (UX) research. An appreciation of the impact of UX on the marketing function highlights a cogent example of application of organisational success through analytics driven insights. UX is also important in the visibility of the business to search techniques and as such is a key component of a search marketing strategy.
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