Measuring Marketing Effectiveness

Module overview

In the contemporary business environment, data-based marketing 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 and teaching useful skills for managing marketing performance in organisations.

Aims and Objectives

Learning Outcomes

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

evaluate different marketing metrics and the effectiveness of a firm’s marketing strategies and activities;
create recommendations to enhance marketing effectiveness based on critical, fact-based consideration of the choices available.

Knowledge and Understanding

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

theoretical and managerial rationale for improving marketing accountability and measuring marketing effectiveness.
the key marketing metrics available to contemporary organisations;

Transferable and Generic Skills

Having successfully completed this module you will be able to:

critically analyse and evaluate marketing actions.

Learning and Teaching

Teaching and learning methods

Teaching methods include: The basic principle of the teaching and learning strategy for this module is to encourage you to actively engage in the subject matter through guided self-discovery of the material. Learning activities include: • Use of video and online materials • Case study / problem solving activities • In class and online debate and discussion • Private study

Study time
Type	Hours
Follow-up work	20
Wider reading or practice	26
Seminar	10
Lecture	24
Preparation for scheduled sessions	20
Completion of assessment task	50
Total study time	150

Resources & Reading list

General Resources

Other. If you are unable to source The Manager's Guide to Measuring Marketing Performance (Third Edition) above, you man source any of the earlier editions of the book (i.e., “Marketing Metrics: The Definitive Guide to Measuring Marketing Performance,” 2010, or “Marketing metrics: 50+ Metrics Every Executive Should Master,” 2006).

Textbooks

Pauwels, K. (2014). It’s Not the Size of the Data. Amacom.

Bendle, N.T., Farris, P.W., Pfeifer, P.E., & Reibstein, D.J. (2015). Marketing Metrics: The Manager's Guide to Measuring Marketing Performance. Third Edition. Pearson Education. Pearson Education.

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

McDonald, M., Mouncey, P., & Maklan, S. (2014). Measuring Marketing: 110+ key metrics every marketer needs. Wiley.

Assessment

Formative

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

Coursework

Assessment Type: Formative
Feedback: Verbal feedback is provided through in-class activities. Tutorials are also designed in a way that will provide you with an understanding about your progress and how you can improve. Finally, you can receive feedback during the module leader’s office hours.
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%

Repeat Information

Repeat type: Internal & External