Accounting for Marketing Spend in the Digital Age

Start Date: 18 Nov 2014

Start Time: 12:45 PM

End Time: 4:30 PM

Duration: 3 hours 45 minutes

Capacity: 25

Venue: University of Ulster, Belfast Campus , York Street, Belfast, BT15 1ED › View map

Admission price: Free

Event Capacity: Full

Traditionally, marketing has been a function often striving to evidence its value to organisations large and small. While marketing has been established as a key driver in business success, both at the level of philosophy and function, the absence of definitive metrics around how that success was attributed to the marketing effort has been problematic. With the advent of Big Data and new digital tools the targeting of spend and the measurement of its effectiveness has become more transparent. How to account for marketing spend in the digital age is the focus of this talk.


 12.45  Buffet Lunch and networking - Academy Restaurant, York Street Lobby
 13.30 - 14.30  Lecture - Dr Alford
 14.45 - 16.15  MBA discussion groups facilitated by Dr Alford, Professor Durkin and Dr Cummins



Dr Philip Alford

Dr Philip Alford is a Senior Lecturer in Digital Marketing in the School of Tourism at Bournemouth University in the UK. Philip is active in professional practice working extensively with the small business community. He was recently Principal Investigator on ‘Digital Destinations’, a project funded by the Economic & Social Research Council, which explored the current practice and perceived challenges and opportunities which small businesses in the visitor economy associate with digital marketing. In addition he established the Digital Hub at Bournemouth University, a one-stop-shop to demonstrate to commercial companies how digital technology could enable the building of effective customer relationships. He is regularly featured in the press on the ways in which effective marketing and particularly digital marketing can facilitate more customer-centric marketing. Philip has worked with organisations from a range of tourism and hospitality sectors advising them on their marketing strategies. He is a visiting professor at Essec Business School, France and at the Management Center Innsbruck, Austria.

Additional Information

Please note that the buffet lunch and networking taking place from 12.45pm will be in the Academy Restaurant York Street Lobby.


  • Buffet

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