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Courses / Modules / MANG3115 Measuring Marketing Effectiveness

Measuring Marketing Effectiveness

When you'll study it
Semester 1
CATS points
ECTS points
Level 6
Module lead
Robert Angell
Academic year

Module overview

In the contemporary business environment, the expectation for marketers to routinely and regularly track their / their department’s performance has evolved from a niche-to-necessary function. Given that the modern marketers toolkit needs to be extensive, so should the range of metrics that are used to measure the fruits of this labour. This involves far more than simply extracting simple metrics from electronic tools and platforms. Indeed, this module introduces the plethora of key marketing metrics that can be used for evaluating marketing effectiveness, discusses the sources of such data, and offers students the necessary critical evaluation skills and frameworks to develop a system of metrics that captures this information in a marketing performance measurement (MPM) system.