Assessment Objectives: This assessment aims to evaluate the following Module Learning Outcomes (MLOs):

MLO 1: Develop a critical understanding of marketing metrics, evaluation, and analytics, especially in digital marketing. MLO 2: Cultivate appropriate analytical and critical evaluation skills to facilitate organizational decision-making in marketing. MLO 3: Analyze and assess digital marketing strategies using relevant web/mobile analytical software and effectively communicate the evaluation outcomes to a pertinent business audience. MLO 4: Formulate relevant decisions regarding advancing or improving marketing campaigns based on this assessment and associated consultations.

Alignment with Programme Goals and Objectives: This assessment directly contributes to the achievement of postgraduate programme goals and objectives.

Goal 1: Skills Development for Employment and Career Progression

• Develop self-awareness of strengths and weaknesses, engaging in continuous self-development.
• Cultivate inter-personal and intra-personal skills necessary for effective communication.
• Demonstrate proficiency in contemporary analytical and ICT applications.

Goal 2: Cultural and Ethical Awareness

• Exhibit the ability to collaborate in culturally diverse groups, contributing effectively to team performance.
• Reflect on personal ethical values and comprehend the broader implications of individual and organizational decisions on social and environmental contexts.

Goal 3: Leadership and Management Capability

• Effectively analyze and articulate complex issues.
• Demonstrate adeptness in decision-making, problem-solving, and project management skills.

Goal 4: Knowledge of International Business and Management Theory

• Acquire, interpret, and apply knowledge of international business, management, and organizational functions.
• Understand the influence of innovative research on the business and management community.
• Apply specialist functional knowledge pertinent to the program of study.

Goal 5: Research Skills and Project Capabilities

• Plan and execute a significant research project on contemporary business, financial, management, or leadership topics.
• Demonstrate analytical and synthetic skills in applying research methods to explore contemporary business and management challenges.