| Module Title |
Advanced Marketing Metrics |
| Module Code |
MAD1025 (ITS: MG571) |
|
Faculty |
DCU Business School |
School |
DCU Business School |
|
NFQ level |
9 |
Credit Rating |
5 |
|
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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.
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Learning Outcomes
1. Explain the concepts of marketing accountability and credibility.
2. 1D64A2B2-5CBE-0001-EDAE-1D601A8015EE
3. Demonstrate research, work management, presentation, and collaboration skills.
|
| Workload | Full time hours per semester | | Type | Hours | Description |
|---|
| 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 |
|
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| Section Breakdown | | CRN | 10976 | Part of Term | Semester 1 | | Coursework | 0% | Examination Weight | 0% | | Grade Scale | | Pass Both Elements | Y | | Resit Category | | Best Mark | N | | Module Co-ordinator | Yuhui Gao | Module Teacher | |
|
| Assessment Breakdown |
| Type | Description | % of total | Assessment Date |
|---|
| Group project | n/a | 50% | Week 12 | | Assignment | n/a | 50% | Every Week |
| Reassessment Requirement Type |
Resit arrangements are explained by the following categories;
RC1: A resit is available for both* components of the module.
RC2: No resit is available for a 100% coursework module.
RC3: No resit is available for the coursework component where there is a coursework and summative examination element.
* ‘Both’ is used in the context of the module having a coursework/summative examination split; where the module is 100% coursework, there will also be a resit of the assessment
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Pre-requisite |
None
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Co-requisite |
None |
| Compatibles |
None |
| Incompatibles |
None |
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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
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Indicative Content and Learning Activities
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Indicative Reading List
Books:
None
Articles:
- 0: Journal ariticles are available from Moodle,
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Other Resources
None |
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