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MANG3057 Measuring Marketing Effectiveness

Module Overview

In the contemporary business environment, data-based marketing 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 and teaching useful skills for managing marketing performance in organisations.

Aims and Objectives

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. It will provide a course of study which engages you in the practice and theory of marketing metrics and develop the quantitative analytical skills needed to manage marketing productivity.

Learning Outcomes

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.
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.

Syllabus

• 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

Special Features

N/A

Learning and Teaching

Teaching and learning methods

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

TypeHours
Lecture24
Seminar10
Follow-up work20
Completion of assessment task50
Preparation for scheduled sessions20
Wider reading or practice26
Total study time150

Resources & Reading list

Ambler, T. (2003). Marketing and the bottom line: The marketing metrics to pump up cash flow. 

Pauwels, K. (2014). It’s Not the Size of the Data. 

Bendle, N.T., Farris, P.W., Pfeifer, P.E., & Reibstein, D.J. (2015). Marketing Metrics: The Manager's Guide to Measuring Marketing Performance. Third Edition. Pearson Education. 

Other. If you are unable to source The Manager's Guide to Measuring Marketing Performance (Third Edition) above, you man source any of the earlier editions of the book (i.e., “Marketing Metrics: The Definitive Guide to Measuring Marketing Performance,” 2010, or “Marketing metrics: 50+ Metrics Every Executive Should Master,” 2006).

McDonald, M., Mouncey, P., & Maklan, S. (2014). Measuring Marketing: 110+ key metrics every marketer needs. 

Assessment

Formative

Coursework

Summative

MethodPercentage contribution
Individual essay  (3000 words) 100%

Repeat

MethodPercentage contribution
Individual essay  (3000 words) 100%

Referral

MethodPercentage contribution
Individual essay  (3000 words) 100%

Repeat Information

Repeat type: Internal & External

Costs

Costs associated with this module

Students are responsible for meeting the cost of essential textbooks, and of producing such essays, assignments, laboratory reports and dissertations as are required to fulfil the academic requirements for each programme of study.

In addition to this, students registered for this module typically also have to pay for:

Textbooks

Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the mandatory/additional reading text as appropriate.

Please also ensure you read the section on additional costs in the University’s Fees, Charges and Expenses Regulations in the University Calendar available at www.calendar.soton.ac.uk.

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