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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-
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.



Workload Full-time hours per semester
Type Hours Description
Lecture24Marketing metrics
Assignment Completion12Weekly preparation of course material
Assignment Completion20practical research project
Assignment Completion20Group project
Group work12Pre for assignments
Laboratory2No Description
Independent Study24No Description
Independent Study11No 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 Assessment0% Examination Weight0%
Course Work Breakdown
TypeDescription% of totalAssessment Date
Group project n/a50%Week 12
Assignmentn/a50%Every Week
Indicative Reading List

    Other Resources

    None

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