Module overview
In the contemporary business environment, the expectation for marketers to routinely and regularly track their / their department’s performance has evolved from a niche-to-necessary function. Given that the modern marketers toolkit needs to be extensive, so should the range of metrics that are used to measure the fruits of this labour. This involves far more than simply extracting simple metrics from electronic tools and platforms. Indeed, this module introduces the plethora of key marketing metrics that can be used for evaluating marketing effectiveness, discusses the sources of such data, and offers students the necessary critical evaluation skills and frameworks to develop a system of metrics that captures this information in a marketing performance measurement (MPM) system.
Aims and Objectives
Learning Outcomes
Transferable and Generic Skills
Having successfully completed this module you will be able to:
- design and develop company-specific Marketing Performance Management systems (also referred to as marketing dashboards);
- communicate complex marketing analyses in an effective manner for specialist marketing and lay audiences using written methods.
Subject Specific Intellectual and Research Skills
Having successfully completed this module you will be able to:
- perform calculations/analyses of marketing performance/effectiveness;
- evaluate and critically appraise the outcomes of marketing metrics.
Knowledge and Understanding
Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:
- the various marketing metrics available to marketers in different areas of activity;
- how to critically appraise and then select appropriate metrics for both specific and routine measurement of marketing performance.
- how to calculate specific marketing metrics;
Syllabus
During the course of the module you will learn:
How to design an MPM System
Financial metrics & return on marketing investment (ROMI)
Strategic metrics
Customer mindset metrics
Customer equity metrics
Brand metrics
Product innovation metrics
Channel management metrics
Sales promotion metrics
Advertising metrics
Learning and Teaching
Teaching and learning methods
You will learn through lectures and self-study. Lectures typically comprise of theoretical/managerial content, in-depth discussions about relevant topics, practical exercises for calculating key metrics, and mini-case studies.
Type | Hours |
---|---|
Teaching | 34 |
Revision | 12 |
Follow-up work | 12 |
Completion of assessment task | 92 |
Total study time | 150 |
Resources & Reading list
Journal Articles
MIT Sloan Management Review.
Journal of Marketing.
International Journal of Research in Marketing.
Journal of Marketing Research.
Journal of Consumer Research.
Harvard Business Review.
Textbooks
Bendle, N.T., Farris, P.W., Pfeifer, P.E., & Reibstein, D.J. (2017). Marketing metrics: 50+ Metrics Every Executive Should Master, 2nd Edition. Pearson.
Pauwels, K. (2014). It’s not the size of the data It's How You Use It: Smarter Marketing with Analytics and Dashboards. Amacom.
Ambler, T. (2003). Marketing and the bottom line: The marketing metrics to pump up cash flow, 2nd ed. Pearson Education.
Assessment
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 provides students understanding about their progress and how they can improve. Finally, students 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.
Method | Percentage contribution |
---|---|
Project | 80% |
Multiple choice Test | 20% |
Referral
This is how we’ll assess you if you don’t meet the criteria to pass this module.
Method | Percentage contribution |
---|---|
Project | 100% |
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.
Method | Percentage contribution |
---|---|
Project | 100% |
Repeat Information
Repeat type: Internal & External