MKT42550 Advanced Digital Marketing

Academic Year 2021/2022

Marketing Effectiveness has become an important tool in a marketing professionals career development. Measuring marketing efforts in real time with pinpoint accuracy, being able to reach millions on a nil budget by creating content worth sharing, bidding for search engine keywords and viral content - all measured on how effective it is in the broader realm of marketing. The course is designed to offer a comprehensive look at digital marketing through theory and hands-on experience - giving you tools to measure marketing effectiveness in the digital era.

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Curricular information is subject to change

Learning Outcomes:

Marketing Effectiveness Measurements - why and how to use them
Crafting strategic content to build brand longevity vs short term gain
Making data-driven decisions
Auditing a brand's digital presence and improving it.

Student Effort Type Hours


Specified Learning Activities


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: Group based project work Throughout the Trimester n/a Standard conversion grade scale 40% No


Assignment: Individual Assignment on Digital Marketing Throughout the Trimester n/a Standard conversion grade scale 40% No


Carry forward of passed components
Remediation Type Remediation Timing
In-Module Resit Prior to relevant Programme Exam Board
Feedback Strategy/Strategies

• Feedback individually to students, post-assessment
• Group/class feedback, post-assessment

How will my Feedback be Delivered?

Upon completion of assignment, feedback is given via Brightspace. For Group Project, group feedback given, for Individual Project, individual feedback given. Students may request face-to-face feedback after receiving Brightspace feedback.

Name Role
Francesca Pucciarelli Lecturer / Co-Lecturer
Ms Nuala Doyle Tutor

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