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 marketing performance measurement in organisations.

Aims and Objectives

Learning Outcomes

Transferable and Generic Skills

Having successfully completed this module you will be able to:

Demonstrate effective written communication of complex problems.
Adapt the relevant theories pertaining to marketing metrics.
Recognise how marketing metrics interface with marketing performance measurement, and how to design, develop and present marketing dashboards.

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

Analyse and disseminate marketing metrics in the wider context of the organisation.
Undertake an analysis as a measure of marketing performance.

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

How marketing metrics create opportunities, performance and accountability in marketing.
How to choose the right metric and specific analysis skills for tactical marketing decisions in an organisation.
The marketing metrics available to marketers.

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.

Study time
Type	Hours
Independent Study	126
Teaching	24
Total study time	150

Resources & Reading list

General Resources

Additional Resources. Harvard Business Review International Journal of Research in Marketing Journal of Consumer Research Journal of Marketing Journal of Marketing Research MIT Sloan Management Review

Textbooks

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

Assessment

Formative

This is how we’ll give you feedback as you are learning. It is not a formal test or exam.

Group sessions

Assessment Type: Formative
Feedback: Students will be given a chance to discuss the exam at a revision session.
Final Assessment: No
Group Work: No

Summative

This is how we’ll formally assess what you have learned in this module.

Breakdown
Method	Percentage contribution
Report	100%

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Breakdown
Method	Percentage contribution
Report	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.

Breakdown
Method	Percentage contribution
Report	100%