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Programs : Brochure
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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:
Term Year App Deadline Decision Date Start Date End Date
Spring Embedded 2018 01-NOV-2017
10-NOV-2017 19-JAN-2018 30-MAR-2018
NOTE: If accepted to this program, you must commit to or decline participation by November 15. Travel to the UK and Ireland will take place during Spring Break.

Indicates that deadline has passed
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:

UVA Commerce
Digital Marketing & Analytics in the UK & Ireland
COMM 4539

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.

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

Information Sessions
Tuesday, September 19 & Wednesday, September 20, 2017, 5pm in Rouss-Robertson 225

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

Program Director
Nicole Montgomery ( is an 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 ( 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.


Samuel Beckett Bridge, Dublin

Please refer to the "Budget Sheets" link in the information header of this page for a breakdown of tuition, program, and travel costs.

Accessibility Statement
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.

McIntire School of Commerce
Information about all McIntire School of Commerce Global Programs can be found here.

This program is currently not accepting applications.