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UVA Commerce: Digital Marketing & Analytics in the UK & Ireland (COMM 4539)
Dublin, Ireland; London, United Kingdom (Education Abroad Programs Program)
Program Terms: Spring Embedded
This program is currently not accepting applications.
Budget Sheets Spring Embedded
Dates / Deadlines:
There are currently no active application cycles for this program.
Fact Sheet:
Class Status:
1st year, 2nd year, 3rd year, 4th year Minimum GPA Requirement: 3.0
Language Requirement:
Open to Non-UVa Students:
Housing: Hotel Language of Instruction: English
Credit Type:
Direct Credit
Program Type:
Faculty led
Tuition Payments Made To:
Education Abroad Advisor:
Ryan Hathaway
Application Fee:
Study Abroad Administrative Fee:
Subject Area:
Commerce, Marketing
Program Description:
Dublin Header Image

UVA Commerce: Digital Marketing & Analytics in the UK & Ireland


The proliferation of digital media and analytics and shifting trends in consumer behavior are profoundly changing the way that businesses promote their products, engage with consumers, and measure performance of marketing efforts. This course examines various topic areas related to digital marketing and analytics, including social media, search, and e-commerce as it pertains to the United Kingdom and Ireland. It will blend group discussion, executive presentations, company visits, and cultural excursions in the UK and Ireland. The EMEA (Europe, Middle East, and Africa) headquarters for many digital agencies, analytics firms, and technology companies are located in the UK and Ireland, making these ideal locations for gaining insight into these burgeoning industries and understanding their global impact. Students will explore the evolution of digital marketing and analytics and their integration in marketing strategy, cross-cultural differences, and challenges that organizations face in this industry.

UVA_COMM_UK_Ireland_bridge Group in Class

Courses IconCourses

Syllabus/Tentative Itinerary
2018 Spring: COMM 4539 Digital Marketing Syllabus

The course will begin with on-grounds meetings on Fridays during the beginning of the spring semester. The travel component over spring break will begin in Dublin, Ireland, and conclude in London, England. Students will visit key business centers and have time to explore the cities on their own.

While this 3-credit Global Commerce Immersion course is open to all UVA students with instructor’s permission it is primarily targeted toward Pre-Commerce and current Commerce students with knowledge of and interest in marketing and/or analytics. Students in the Commerce School can apply these credits toward the Marketing concentration, the Global Commerce Track, the Business Analytics Track, or a Commerce elective.

Watch a video about the course made by a 2017 participant.

Program Dates:
January 19 - March 30, 2018
On-Grounds Dates: 
January 19 - February 16, 2018; Fridays
Travel Dates: 
March 3 - 10, 2018
Final Assignment Due: 
March 30, 2018

Faculty IconFaculty

Nicole Montgomery |
Program Director Nicole Montgomery is Associate Professor and the C. Coleman MeGehee Professor of Commerce at the McIntire School of Commerce. Prof. Montgomery’s teaching and research focus on areas related to Social Media Marketing. Professor Montgomery joined the McIntire School faculty in 2013. Previously, she was an Assistant Professor of Marketing at the Mason School of Business at The College of William & Mary, where she taught Principles of Marketing and Consumer Behavior.

Richard Netemeyer |
Program Co-Director Richard Netemeyer is the Ralph E. Beeton Professor of Free Enterprise in the Marketing Division in the McIntire School of Commerce. He received his Ph.D. in Business Administration with a specialization in Marketing from the University of South Carolina in 1986. Professor Netemeyer’s substantive research interests include consumer and organizational behavior, public policy and social issues, and consumer health and well-being. He is currently researching topics relating to financial literacy, smoking cessation, and well-being at work. His methodological expertise includes structural equation modeling, measurement and psychometrics, survey research methodologies, and advanced quantitative analytics.

Cost and Financial Aid

The program cost and payment schedule are listed under the "Budget Sheets" link at the top of this page. Students with identifiable financial need are encouraged to apply for fellowships, scholarships, and financial aid.


Accessibility IconAccessibility

The University of Virginia believes in providing reasonable accommodations for students with documented disabilities on an individual and flexible basis. If you believe that you would require adjustments in order to fully participate in this program, please contact the Student Disability Access Center at 434-243-5180 as early as possible in order to begin this dialogue.


Passport IconPassport and Visa

All participants will need a valid passport in order to participate in the program. Students must ensure that their passport is valid at least six months past the program return date. US passport holders will not need a visa to participate in this program. International students should consult the immigration websites for each country for visa and entry requirements, and meet with their International Student Advisor in the International Studies Office for information about re-entering the U.S. at the conclusion of the program.


Health Info IconHealth and Safety Information

All students considering Education Abroad should consult the Students Abroad section of the U.S. Department of State’s web-based travel resources and the Centers for Disease Control and Prevention Traveler’s Health web resources to research health, safety, and security conditions; visa requirements; immunization requirements; and recommendations on staying healthy and safe in their target destination(s). Students should also carefully review the UVA Education Abroad Health & Safety Abroad web page. Parents and guardians are strongly advised to review all of these resources, as well. UVA students and visiting students enrolled in UVA Education Abroad programs are subject to the University of Virginia’s Policy on Student International Travel.

This program is currently not accepting applications.