The University of Southampton
Courses

MANG6227 Measuring Marketing Effectiveness

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 managing marketing performance in organisations.

Aims and Objectives

Module Aims

The module aims to introduce you to the key concepts of marketing metrics and how they can be used effectively in the business environment within which marketers now operate. The aim is to provide a course of study which engages you in the practice and theory of marketing metrics and to develop the analytical understanding and skills needed to manage marketing performance.

Learning Outcomes

Knowledge and Understanding

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

  • What is a marketing metric and available metrics 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 decision in an organisation
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • Understand the primary theory and be able to practice marketing metrics
  • Understand how marketing metrics interfaces with measuring marketing performance, and how
  • Demonstrate effective written communication
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • Undertake complex marketing analysis as a measure of organizational performance
  • Collect, analyse and place marketing metrics as an analysis tool in the wider context of the organization
  • Understand how to explore measures of marketing performance, return on investment and decision making

Syllabus

• What is a metric why do marketers need metrics • Marketing Metrics – opportunities – performance – accountability – choosing the right numbers – numbers and interpretation • Share of hearts, minds and markets metric measures • Margin and profit – product & portfolio analysis – Customer profitability • Sales force and channel management measures • Pricing Strategy measures • Promotion measures • Communication and Web Metrics • Marketing and Finance measures • The concept and principles of ROMI – Return on Marketing Investment • Data is one thing – turning it into Marketing Effectiveness is another

Learning and Teaching

Teaching and learning methods

You will learn through a combination of lectures and/or guest presentations, group work, practical (computer- lab) sessions (where needed), and self-study.

TypeHours
Independent Study63
Teaching12
Total study time75

Resources & Reading list

International Journal of Research in Marketing. Journal

Farris, P.W., Bendle, N.T., Pfeifer, P.E., & Reibstien, D.J. (2010). Marketing metrics. 

McDonald, M., and Mouncey, P., Maklan, S (2014). Marketing Value Metrics. 

Davis, J. (2010). Measuring Marketing : 101+ key metrics every marketer needs. 

McDonald, M., and Mouncey, P (2009). Marketing Accountability. 

Davenport, T.H, Harris, J.G. (2007). Competing on Analytics: The new science of Winning. 

Journal of Consumer Research. Journal

Journal of Marketing Research. Journal

Assessment

Formative

Coursework

Summative

MethodPercentage contribution
Individual project  (3000 words) 100%

Repeat

MethodPercentage contribution
Individual project  (3000 words) 100%

Referral

MethodPercentage contribution
Individual project  (3000 words) 100%
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