MKT46050 Digital Mkt&Customer Analytics

Academic Year 2023/2024

This module takes a hands-on and data-led approach to teaching digital marketing. Rather than the more traditional case-based seminars, this module is lecture and activity driven. We'll cover how to craft digital creative with impact and how to nuance and target creative based on the digital places it appears, from social media to display to search engines. We'll gather and analyze customer metrics using some of the most widely used platforms in the marketing industry. For the 2023 cohort, this will include special access to Nielsen's Ad Intel Platform (a product from Nielsen, one of the largest and most famous market research firms). This platform grants access to media spend and creatives from 14K+ advertisers and 25K+ products in Ireland. Note that while the emphasis of this module is on digital marketing and digital channels, we also touch on traditional channels. Research shows that the best digital campaigns are amplified and supported by traditional marketing channels (and vice versa).

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Curricular information is subject to change

Learning Outcomes:

1. Identify effective digital creative and campaigns from their less strategic counterparts quickly and precisely
2. Craft a digital marketing strategy that yields both long-term and short-term growth
3. Integrate digital and traditional marketing initiatives such that they amplify each other's effectiveness
4. Mass-target digital communications with sophistication
5. Micro-target digital communications with sophistication
6. Collect and analyze consumer data using platforms and tools widely used on a day-to-day basis in the digital marketing industry

Student Effort Type Hours


Autonomous Student Learning




Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles
Not applicable to this module.
Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Continuous Assessment: Participation and engagement Throughout the Trimester n/a Graded No


Assignment: Final report Throughout the Trimester n/a Graded No


Continuous Assessment: Pre-work assignments due before each lecture which helps prepare you for the day's material Throughout the Trimester n/a Graded No


Carry forward of passed components
Resit In Terminal Exam
Summer No
Feedback Strategy/Strategies

• Group/class feedback, post-assessment
• Peer review activities

How will my Feedback be Delivered?

Feedback will be delivered after assignments are submitted. In some instances, feedback is given before formal grades are released.

Lecture Offering 1 Week(s) - 19 Mon 11:00 - 18:00
Lecture Offering 1 Week(s) - 19 Thurs 11:00 - 18:00
Lecture Offering 1 Week(s) - 19 Tues 11:00 - 18:00
Lecture Offering 1 Week(s) - 19 Wed 11:00 - 18:00

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