Overview

The module will cover a wide range of topics including: Key metrics for marketing decision-making in different areas such as financial metrics, customer metrics, and metrics linked to implementation of the 7Ps. Tools and approaches to enable the development of a marketing measurement program/dashboard for an organization will be covered using insights from different organizations. A focus will be on marketing analytics, including the nature and scope of marketing analytics in extracting marketing insight to support strategic decision making. How different types of marketing metrics can be applied to measure performance against strategy. The role of real-time data and associated analytics tools and techniques. The challenges and risks associated with implementing and utilising metrics, and the applications of analytics tools and techniques, in shaping and evaluating strategy will be covered.

Assessment Strategy

-threshold -D- to D+ (40-49%): No major omissions or inaccuracies in the deployment of information/skills. Some grasp of theoretical/conceptual/practical elements. Integration of theory/practice/information present intermittently in pursuit of the assessed work's objectives.

-good -B- to B+ (60-69%): Most of the relevant information accurately deployed. Good grasp of theoretical/conceptual/practical elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Evidence of the use of creative and reflective skills.

-excellent -A- to A (70% +):* Outstanding performance. The relevant information accurately deployed. Excellent grasp of theoretical/conceptual/practice elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Strong evidence of the use of creative and reflective skills.

-another level-C- to C+ (50-59%): Much of the relevant information and skills mostly accurately deployed. Adequate grasp of theoretical/conceptual/practical elements. Fair integration of theory/practice/information in the pursuit of the assessed work's objectives. Some evidence of the use of creative and reflective skills.

Learning Outcomes

• Confidently apply marketing analytics software tool kit to critically evaluate marketing performance problems.

• Critically evaluate the different types of marketing metrics and how they can be applied to help inform business strategy and measure performance against strategy.

• Critically examine marketing performance problems and issues from diverse perspectives, challenge viewpoints, ideas and concepts, and make well-reasoned judgements.

• Demonstrate an ability to explain, critically discuss and summarise the nature and scope of marketing metrics and analytics in monitoring marketing performance.

• Demonstrate an ability to explain, critically discuss and summarise the risk to an organisation if performance related metrics are not implemented.

• Demonstrate an ability to explain, critically discuss and summarise the role, value and limitations of marketing metrics and analytics in assessing marketing performance.