Measuring Marketing Effectiveness

Learning Outcomes

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• evaluate different marketing metrics and the effectiveness of a firm’s marketing strategies and activities;
• create recommendations to enhance marketing effectiveness based on critical, fact-based consideration of the choices available.

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• critically analyse and evaluate marketing actions.

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

• the key marketing metrics available to contemporary organisations;
• theoretical and managerial rationale for improving marketing accountability and measuring marketing effectiveness.

• Marketing metrics as a basis for accountable marketing and marketing control
• Chain of marketing productivity
• Creating smart objectives, KPIs and measurement
• Key metrics for marketing decision-making within areas of:
• Financial metrics
• Customer/market metrics
• Product and portfolio management
• Customer profitability
• Sales force and channel management
• Pricing strategy
• Promotion
• Advertising and web
• Current developments and examples from specific industries
• Developing a marketing measurement program/dashboard for a firm

Teaching methods include:

The basic principle of the teaching and learning strategy for this module is to encourage you to actively engage in the subject matter through guided self-discovery of the material.

Learning activities include:

• Use of video and online materials
• Case study / problem solving activities
• In class and online debate and discussion
• Private study

Formative

This is how we’ll give you feedback as you are learning. It is not a formal test or exam.

Coursework

• Assessment Type: Formative
• Feedback: Verbal feedback is provided through in-class activities. Tutorials are also designed in a way that will provide you with an understanding about your progress and how you can improve. Finally, you can receive feedback during the module leader’s office hours.
• Final Assessment: No
• Group Work: No

Summative

This is how we’ll formally assess what you have learned in this module.

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.