Measuring Marketing Effectiveness

Learning Outcomes

Transferable and Generic Skills

Having successfully completed this module you will be able to:

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

Knowledge and Understanding

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

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

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

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

Marketing metrics as a basis for accountable marketing and marketing control.

Marketing dashboard design.

Key metrics and measurement systems for strategic decision-making:

oFinancial metrics & return of marketing investment (ROMI)

oStrategic metrics

oCustomer mindset metrics

oProduct innovation metrics

oChannel management metrics

oSales promotion metrics

oTraditional advertising metrics

oOnline advertising metrics

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.

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.

Bendle, N.T., Farris, P.W., Pfeifer, P.E., & Reibstein, D.J. (2017). Marketing metrics: 50+ Metrics Every Executive Should Master. London: Pearson.

Pauwels, K. (2014). It’s not the size of the data It's How You Use It: Smarter Marketing with Analytics and Dashboards. Amacom.

Formative

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

Summative

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

Referral

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

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.