Registry

Module Specifications

Current Academic Year 2012 - 2013
Please note that this information is subject to change.

Module Title	Advanced Marketing Insights
Module Code	MG527
School	DCUBS
Online Module Resources
Module Teacher	Pierre McDonagh
NFQ level	8	Credit Rating	5
Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

Description

The purpose of this module is to introduce students to a range of cutting edge initiatives in marketing practice, such as technology-led innovations that challenge the future of marketing. The main mode of delivery will be through seminars and workshops delivered by a series of marketing innovators/practitioners. These workshops will be supplemented with additional learning events and pre-task group activities.

Learning Outcomes

1. Assess the challenges for marketing in the 21 Century
2. Differentiate between marketing in online and offline environments
3. Debate the ecological and social responsibility issues connected with marketing practice
4. Research the impact of design on brands
5. Deliver presentations on cutting edge contemporary marketing technologies or initiatives to an expert CEO
6. **NB Due to the variation of topic and speakers outcomes will vary from year to year but for 2009-10 they included those noted above.

Workload	Full-time hours per semester
*Type*	*Hours*	*Description*
Lecture	11	Workshop instructor led seminars
Directed learning	24	Apprentice style presentations to speakers based on designated pre-workshop group tasks
Directed learning	36	Reading and preparing for reflective learning journal
Group work	30	Pre workshop tasks
Independent learning	25	Directed to read popular web resources and assignment related internet sites
Directed learning	12	Analysis of specified organisations' web presence and innovations
Library	11	Background research on instructor nominated companies and online video documentaries
Total Workload: 149

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

This module is delivered through a series of workshops focused on the future and technology’s impact on marketing..
Typically the first half of the workshop is a plenary address from an invited industry speaker, contact through the Marketing Institute of Ireland or a subject expert considered a thought leader in their field. This is followed by an informal networking coffee break in the DCU Business School cafe.The second half of the workshop involves students making their 'elevator pitches' to the CEO based on a pre-arranged task (Apprentice style) on which they have previously worked in their groups.This requires student participation after each plenary address.Assessment is 100% via an individual reflective journal submitted via ‘turnitin’ on moodle.dcu.ie covering experiences from the workshops and connecting to relevant theory from your degree. This is submitted to and graded by Dr McDonagh at the end of semester.

Sessions will run from 9 to 129th February: Pierre McDonagh, DCU Business Schoolhttp://www.dcu.ie/dcubs/biographies/pierre_mcdonagh.shtml.
Overview of module and assignment with discussion of key group pre-task exercises as listed on moodle and related readings posted on moodle to assist with the reflective learning journal.

16th February: Michael Dwyer, Pigsback.comhttp://www.pigsback.com/.
Workshop.

23rd February: Donal Clancy – DCU Business School.
Workshop.

2nd March: Jonathan Forrest, Managing Director Cybercomhttp://www.cybercom.ie/.
Workshop.

9th March: Geoff Lyons, Group Marketing Manager, Independent Newspapershttp://www.independent.ie/.
Workshop.

16th March: Reading week.
23rd March: Gerard O'Neill, Amarach.comhttp://www.amarach.com/about-amarach/staff/gerard-oneill.htm.

Workshop.
30th March: John Cassidy and Stuart Chapman, the Big Picture, London (10am to 12:45)http://www.bigpicture.co.uk/.

Workshop.
06th April: Dominique Bouchet, Odense University of Southern Denmark,http://bouchet.dk/blog/.

Workshop.
13th April: John Trainor, Onsidehttp://www.onside.ie/.

Workshop.
20th April: John Cunningham Director, Zurich Bank, Director CheckRisk and Director Market Matchhttp://www.check-risk.com/.

Workshop.
27th April: Tracy Godfrey & Joe Borzahttp://www.LowCarbonEntrepreneurs.com.

Workshop.
04th May: Pierre McDonagh, DCU Business School and Stephen Dunne University of Leicester Management Centrehttp://www.le.ac.uk/ulmc/academics/sdunne.html.

Workshop.

Assessment Breakdown
Continuous Assessment	100%	Examination Weight	0%

Course Work Breakdown
Type	Description	% of total	Assessment Date

Reassessment Requirement
Resit arrangements are explained by the following categories; 1 = A resit is available for all components of the module 2 = No resit is available for 100% continuous assessment module 3 = No resit is available for the continuous assessment component
This module is category 1

Indicative Reading List

Other Resources

1232, Moodle, 0, A series of pre and on day workshop tasks, readings and exercises were followed,

Array

Programme or List of Programmes

MMK

MSc in Marketing

PBSSA

PG Exchange(Business School)

PBSSAO

PG Study Abroad(Business School)

Timetable this semester: Timetable for MG527