Courses / Module

• Understand and apply the techniques of search marketing;
• Appreciate the role and function of digital marketing analytics within a strategic marketing decision-making context;
• Explain how analytics driven insights shape search marketing;
• Evaluate the application of analytics driven insights can enhance user experience (UX) and search success; and
• Critically reflect upon challenges within the modern-day analytics landscape and the impact these have on organisational strategy.

• This module is delivered through four days of module content. The majority of the learning occurs in preparation for the taught element and project work that flows from the taught element. This involves individual independent study, reading and research, coupled with group work. Lectures are important signposts to learning but are only part of the educational process at third level. The learning process has therefore been designed to provide students with two broad workload categories: • Taught sessions with lectures exploring both required and self-directed reading material; and • Individual reflection to develop students’ critical thinking skills. This module is structured around a series of lectures, readings, papers, case studies and video materials. All students will be encouraged to engage in class discussion in order to facilitate the formation of their critical judgments. Teaching methods will be constructivist, i.e. they will be delivered in the form of scaffolding for the learner who will be encouraged to construct their learning under guidance and with intensive participation. Please note that the number of hours for planned learning activities and independent student activities will vary from student to student, depending on their capability to absorb and apply concepts and tools, and write up work. A guidance for students is that one credit is a total of 30 hours of student effort.

• Module Graded (numeric value) or Ungraded (Pass/Not Passed): Graded

• Pass standard: 40%
• Could the result of this module be capped? Repeat marks are capped.
• Penalties: Students are expected to attend all lectures, seminars, and workshops. Where attendance falls below 75%, a student is deemed to have not passed a module. Standard School of Business penalties apply for late submission of assignments; 10% is deducted for each 24 hours (or part thereof) that an assignment is submitted after the official submission deadline. Personal exceptional circumstances policy of the School of Business and University may apply.

• Are supplemental/resit registrations permitted? Yes
• Students are permitted to repeat an element of the module should they fall below the Pass standard in their first attempt.

For a full timetable search, go to NUIM Timetable. Venue locations can be found here.