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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

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.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • undertake complex marketing analysis as a measure of organisational performance;
  • collect, analyse and place marketing metrics as an analysis tool in the wider context of the organisation;
  • understand how to explore measures of marketing performance, return on investment and decision making.
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 marketing metrics can be used strategically to maximize marketing investment;
  • demonstrate effective written communication.

Syllabus

Marketing metrics as a basis for accountable marketing and marketing control. Chain of marketing productivity and other relevant frameworks for measuring marketing effectiveness. Key metrics and measurement systems for strategic decision-making: • Financial metrics • Return of marketing investment (ROMI) • Share of hearts, minds and markets • Product and portfolio management • Customer profitability and customer lifetime value (CLV) • Sales force and channel management • Pricing strategy and price promotion management • Advertising and online Creating smart objectives, KPIs and measurement. Current developments and examples from specific industries. Developing a marketing measurement program/ marketing dashboard for a firm.

Learning and Teaching

Teaching and learning methods

You will learn through lectures and self-study. Lectures typically comprise of theoretical/managerial content, in-depth discussions about relevant topics, practical exercises for calculating key metrics, and mini-case studies.

TypeHours
Teaching12
Independent Study63
Total study time75

Resources & Reading list

Journal of Marketing. 

Journal of Consumer Research. 

Harvard Business Review. 

MIT Sloan Management Review. 

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

Koen Pauwels (2014). It's Not the Size of the Data - It's How You Use It. 

Davis, J. A. (2013). Measuring Marketing : 101+ key metrics every marketer needs. 

International Journal of Research in Marketing. 

Bendle, N.T., Farris, P.W., Pfeifer, P.E., & Reibstein, D.J.. Key Marketing Metrics: The 50+ Metrics Every Manager Needs to Know. Second Edition. FT Publishing. 

McDonald, M., and Mouncey, P., Maklan, S (2014). Marketing Value Metrics: A New Metrics Model to Measure Marketing Effectiveness. 

Journal of Marketing Research. 

Assessment

Formative

Individual comments

Summative

MethodPercentage contribution
Project  (3000 words) 100%

Repeat

MethodPercentage contribution
Project  (3000 words) 100%

Referral

MethodPercentage contribution
Project  (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 core/recommended text as appropriate. Journal access is online and free to students.

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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