Module overview
In the contemporary business environment, marketing accountability is constantly increasing in importance. Being able to measure marketing performance and demonstrate how effectively marketing is conducted in organisations has also become a source of performance differentials between companies. This module introduces and discusses key marketing metrics for evaluating marketing effectiveness, providing insights into marketing performance measurement in organisations.
Aims and Objectives
Learning Outcomes
Knowledge and Understanding
Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:
- The marketing metrics available to marketers.
- How marketing metrics create opportunities, performance and accountability in marketing.
- How to choose the right metric and specific analysis skills for tactical marketing decisions in an organisation.
Subject Specific Intellectual and Research Skills
Having successfully completed this module you will be able to:
- Analyse and disseminate marketing metrics in the wider context of the organisation.
- Undertake an analysis as a measure of marketing performance.
Transferable and Generic Skills
Having successfully completed this module you will be able to:
- Recognise how marketing metrics interface with marketing performance measurement, and how to design, develop and present marketing dashboards.
- Adapt the relevant theories pertaining to marketing metrics.
- Demonstrate effective written communication of complex problems.
Syllabus
Marketing metrics as a basis for accountable marketing and marketing control.
Marketing dashboard design.
Key metrics and measurement systems for strategic decision-making:
oFinancial metrics & return of marketing investment (ROMI)
oStrategic metrics
oCustomer mindset metrics
oProduct innovation metrics
oChannel management metrics
oSales promotion metrics
oTraditional advertising metrics
oOnline 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 |
|---|---|
| Independent Study | 126 |
| Teaching | 24 |
| Total study time | 150 |
Resources & Reading list
General Resources
Additional Resources. Harvard Business Review International Journal of Research in Marketing Journal of Consumer Research Journal of Marketing Journal of Marketing Research MIT Sloan Management Review
Textbooks
Ambler, T. (2003). Marketing and the bottom line: The marketing metrics to pump up cash flow. Pearson Education.
Bendle, N.T., Farris, P.W., Pfeifer, P.E., & Reibstein, D.J. (2017). Marketing metrics: 50+ Metrics Every Executive Should Master. London: 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.
Assessment
Formative
This is how we’ll give you feedback as you are learning. It is not a formal test or exam.
Group sessions
- Assessment Type: Formative
- Feedback: Students will be given a chance to discuss the exam at a revision session.
- Final Assessment: No
- Group Work: No
Summative
This is how we’ll formally assess what you have learned in this module.
| Method | Percentage contribution |
|---|---|
| Report | 100% |
Referral
This is how we’ll assess you if you don’t meet the criteria to pass this module.
| Method | Percentage contribution |
|---|---|
| Report | 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 |
|---|---|
| Report | 100% |