Module: Advanced Marketing Metrics

Latest Module Specifications

Current Academic Year 2025 - 2026

Module Title	Advanced Marketing Metrics
Module Code	MAD1025 (ITS: MG571)
Faculty	DCU Business School	School	DCU Business School
NFQ level	9	Credit Rating	5

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

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

Type	Description	% of total	Assessment Date
Assessment 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; 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

Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

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

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Indicative Reading List

Books:
None

Articles:

0: Journal ariticles are available from Moodle,

Other Resources

None