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).