This module introduces students to the decision making process inherent in marketing management, linking financial performance to understanding of marketing metrics and skill in the application of initiatives. The focus of the module is highly applied and will enable students to more effectively plan and implement marketing campaigns from a practitioner perspective

Topics -

- Identifying metrics and demonstrating their use in marketing situations
- Marketing metrics underpinning, opportunities, performance, analysis, marketing strategy and planning
- Analysing and understanding markets through, customer and segmentation analysis, market demand forecasting, customer value analysis and identifying sources of advantage
- Metrics underpinning marketing mix decisions
- Persuasive, media , promotional and web analytics
- Metric based approaches to marketing strategy and evaluation
- Introducing ROMI - return on marketing investment

Business library
Internet access
E mail
Marketing practitioner journals
Academic journals and practitioner magazines including -
Marketing Week
European Journal of Marketing
Journal of Marketing
Journal of Marketing Research
Harvard Business Review

A range of web sites inc. Advertising Agencies and trade associations in the marcoms area. Including :-

http://www.cim.co.uk/
http://www.theidm.com/
http://www.cipr.co.uk/
http://www.ismm.co.uk/
http://www.lovemarks.com/

Arikan A, 2008, Multichannel Marketing Metrics and Methods for On and Offline Success. Berkeley, Calafornia, Sybex
Best, R, Market Based Management, 2009, Prentice Hall,
ISBN-10: 0138133964
Cialdin, R, B Influence: Science and Practice, 2009, Prentice Hall, ISBN-10: 0205609996
Farris P, Bendle N.T, 2009, Key Marketing Metrics The 50+ Metrics Every Marketer Manager Needs to Know, Prentice Hall
Harris, P, Marketing Metrics the Definitive Guide to Measuring Marketing Performance, Pearson Education , ISBN 0-13-705829-2

By individual assignment 3500 words ¿ critically demonstrating the use and role of analytical marketing metrics to support the commercialisation of a new product or organisational venture.

The learning strategy for this module is based around students committing a total of 150 hours of activities towards achieving the learning outcomes. These will be split between 39 hours of direct contact with a tutor and 111 hours of directed, guided and self-study, together with preparation for and completion of the assessment tasks. Learning support material will be provided for the module.
The module will draw upon a mixture of activities including lectures, web-based activities, case study analysis, relevant videos and in-class discussions, individual and group problem solving and self-directed learning.

This module introduces students to the decision making process inherent in marketing management, linking financial performance to understanding of marketing metrics and skill in the application of initiatives. The focus of the module is highly applied and will enable students to more effectively plan and implement marketing campaigns from a practitioner perspective.