Module overview
Aims and Objectives
Learning Outcomes
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 calculate specific marketing metrics;
- how to critically appraise and then select appropriate metrics for both specific and routine measurement of marketing performance.
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.
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.
Syllabus
Learning and Teaching
Teaching and learning methods
Type | Hours |
---|---|
Revision | 12 |
Follow-up work | 12 |
Completion of assessment task | 92 |
Teaching | 34 |
Total study time | 150 |
Resources & Reading list
Journal Articles
Journal of Marketing.
International Journal of Research in Marketing.
Journal of Marketing Research.
Harvard Business Review.
Journal of Consumer Research.
MIT Sloan Management Review.
Textbooks
Ambler, T. (2003). Marketing and the bottom line: The marketing metrics to pump up cash flow, 2nd ed. Pearson Education.
Pauwels, K. (2014). It’s not the size of the data It's How You Use It: Smarter Marketing with Analytics and Dashboards. Amacom.
Bendle, N.T., Farris, P.W., Pfeifer, P.E., & Reibstein, D.J. (2017). Marketing metrics: 50+ Metrics Every Executive Should Master, 2nd Edition. Pearson.
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