Module: Advanced Marketing Metrics

Module Specifications.

Current Academic Year 2024 - 2025

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Date posted: September 2024

Module Title	Advanced Marketing Metrics
Module Code	MG571 (ITS) / MAD1025 (Banner)
Faculty	DCU Business School	School	DCU Business School
Module Co-ordinator	Yuhui Gao
Module Teachers	-
NFQ level	9	Credit Rating	5
Pre-requisite	Not Available
Co-requisite	Not Available
Compatibles	Not Available
Incompatibles	Not Available

Coursework Only
Array

Description

The purpose of this module is to motivate students appreciation of the current need for marketing metrics and to understand how a focus on performance can assist in making decisions about marketing strategy. In this module students will develop knowledge and skills in assessing marketing performance using key marketing metrics. Students are expected to attend lectures, discuss expert articles, conduct marketing metrics exercises, and to engage in group projects.

Learning Outcomes

1. Explain the concepts of marketing accountability and credibility.
2. Review critically the theoretical and empirical marketing performance literatures.
3. Use key marketing metrics
4. Demonstrate an ability to analyse marketing performance.
5. Assess marketing metrics practice in organisations.
6. Demonstrate research, work management, presentation, and collaboration skills.

*Type*	*Hours*	*Description*
Workload	Full-time hours per semester
Lecture	24	Marketing metrics
Assignment Completion	12	Weekly preparation of course material
Assignment Completion	20	practical research project
Assignment Completion	20	Group project
Group work	12	Pre for assignments
Laboratory	2	No Description
Independent Study	24	No Description
Independent Study	11	No Description
Total Workload: 125

All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml

Indicative Content and Learning Activities

Marketing Accountability and Credibility

Marketing Metrics Development

Key Marketing Metrics

Assessing Marketing Performance

Marketing Metrics Practice in Organisations

Assessment Breakdown
Continuous Assessment	0%	Examination Weight	0%

Type	Description	% of total	Assessment Date
Course Work Breakdown
Group project	n/a	50%	Week 12
Assignment	n/a	50%	Every Week

Reassessment Requirement Type
Resit arrangements are explained by the following categories: Resit category 1: A resit is available for both* components of the module. Resit category 2: No resit is available for a 100% continuous assessment module. Resit category 3: No resit is available for the continuous assessment component where there is a continuous assessment and examination element.
* ‘Both’ is used in the context of the module having a Continuous Assessment/Examination split; where the module is 100% continuous assessment, there will also be a resit of the assessment
This module is category -

Indicative Reading List

Other Resources

None