Registry

Module Specifications

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

Module Title	Advanced Marketing Metrics
Module Code	MG571
School	DCUBS
Online Module Resources
NFQ level	8	Credit Rating	5
Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

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*
Lecture	24	Marketing metrics
Assignment	12	Weekly preparation of course material
Assignment	20	practical research project
Assignment	20	Group project
Group work	12	Pre for assignments
Lab	2	No Description
Library	24	No Description
Independent learning time	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	100%	Examination Weight	0%

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

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

None

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 MG571