Dublin, Ireland

Spring Term in UK & Ireland

COMM 4539 - GCI: 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 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 engine marketing, and e-commerce as it pertains to the United Kingdom and Ireland. It will also blend group discussion, executive presentations, company visits, and cultural excursions in the UK and Ireland. The EMEA global 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 at the beginning of the spring semester. The travel component over spring break will begin in London and conclude in Dublin. Students will visit key business centers and have time to explore the cities on their own. This 3-credit class counts toward the Global Commerce Track and for third-/fourth-year McIntire students counts either toward the Marketing concentration or as a McIntire elective. For more information, contact Professor Nicole Montgomery (nvm4n@virginia.edu).

Program Dates

On-Grounds dates: Jan. 25- Feb. 22, 2019 (Fridays)
Travel dates: March 9-16, 2019

Who Should Take This Class 

This course is open to all UVA students with instructor’s permission; however, it is primarily targeted toward third- and fourth-year Commerce students with knowledge of marketing.

Information Sessions 

Monday, Sept. 17, at 5 p.m., in Rouss & Robertson Halls, Room 254 or
Tuesday, Sept. 18, at 5 p.m., in Rouss & Robertson Halls, Room 254

Application Process 

An online application  is available on the ISO website after students review the online Education Abroad Workshop information session.

Applications are due by 11:59 p.m., Nov. 1. Once admission is approved, students will attend several orientation sessions during the months of November and December.

A $90 application fee must be paid in person by cash or check at the International Studies Office in Minor Hall no later than 5 p.m., Nov. 1, or may be paid online until 11:59 p.m., Nov. 1. Online payments made on the deadline day will be marked as received the following day.


There are many ways for students to be able to fund their programs abroad. All undergraduate Commerce students who apply to any GCI course are eligible to submit a separate application for need-based McIntire private scholarships, provided by McIntire alumni and companies committed to making these types of global experiences possible. McIntire undergraduate applicants will be sent a link directly via email to the scholarship application for these McIntire scholarships within a few days after the application deadline. Decisions are made quickly, and students will be notified of their McIntire scholarship decision before the deadline for committing to the program. McIntire scholarships range from $500 to half the total billable cost of the GCI course.

Additionally, the UVA International Studies Office suggests many other sources of funding for your education abroad through local, national, and international opportunities.