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Measuring Marketing Effectiveness

When you'll study it
Semester 1
CATS points
15
ECTS points
7.5
Level
Level 7
Module lead
Hongfei LIU
Academic year
2021-22

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.

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