The University of Southampton
Courses

MANG3064 Measuring Marketing Effectiveness (SIM)

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

This 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

Learning and Teaching

Teaching and learning methods

Typically you will study the module over 4 weeks with the first 2 weeks having intensive teaching in the form of lectures, and seminars which will include individual and group practical exercises, workshops, case studies. The following 2 weeks will be organised self-study (reading designated texts, journal papers and critical discussion with peers), and preparation of assessed coursework. You will be expected to play a highly interactive part in lectures and seminars. As with all programmes in the Faculty, student learning will also be supported by published course materials and Blackboard: the University's virtual learning environment.

TypeHours
Lecture24
Project supervision2
Preparation for scheduled sessions20
Seminar10
Follow-up work20
Wider reading or practice26
Completion of assessment task50
Total study time152

Resources & Reading list

Bendle, N.T., Farris, P.W., Pfeifer, P.E., & Reibstein, D.J. (2015). Marketing Metrics: The Managers Guide to Measuring Marketing Performance.. 

Davis, J.A. (2013). Measuring Marketing: 110+ Key Metrics Every Marketer Needs. 

Marketing metrics: 50+ Metrics Every Executive Should Master. 

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

Marketing Metrics: The Definitive Guide to Measuring Marketing Performance. 

Assessment

Formative

Individual essay

Summative

MethodPercentage contribution
Individual essay  (3000 words) 100%

Repeat

MethodPercentage contribution
Individual essay  (3000 words) 100%

Referral

MethodPercentage contribution
Individual project  ( words) %

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:

Books and Stationery equipment

Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the core/ recommended 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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