Module Descriptors
MASTERING METRICS
MKTG60304
Key Facts
Digital, Technology, Innovation and Business
Level 6
15 credits
Contact
Leader: Kathryn Mitchell
Hours of Study
Scheduled Learning and Teaching Activities:
Independent Study Hours:
Total Learning Hours: 150
Assessment
- WORK BASED ASSIGNMENT weighted at 100%
Module Details
ASSESSMENT DETAILS
Work based assignment
INDICATIVE CONTENT
This module examines the importance of managing marketing data in effective marketing decision making. It presents the role of marketing metrics within the organisation and establishes how an understanding of a range of measurement techniques can enable organisations to achieve marketing insights and strategic decision making. It provides an appreciation of how measurement techniques aligned to business objectives, can establish and determine the effectiveness of marketing activities. It outlines the value of using appropriate analytics tools and techniques to ensure effective marketing decision making
LEARNING STRATEGIES
3-hour face to face teaching – lecture slides and tutorial activities
SPECIAL ADMISSION REQUIREMENTS
Students must be enrolled on the CIM Diploma in Professional Marketing.
TEXTS
Core
Davis, J.A. (2013) Measuring marketing: 110+ key metrics every marketer needs. 2nd edition. Chichester, John Wiley.
Supplementary
Blanchard, O. (2011) Social media ROI: managing and measuring social media efforts in your organization. Indianapolis, QUE.
Brea, C.A. (2012) Pragmalytics: practical approaches to marketing analytics in the digital age. iUniverse.com.
Farris, P.W., Bendle, N.T., Pfeifer, P.E. and Reibstein, D.J. (2010) Marketing metrics: the definitive guide to measuring marketing performance. 2nd edition. New Jersey, Pearson.
Farris, P.W., Bendle, N.T., Pfeifer, P.E. and Reibstein, D.J. (2010) Key marketing metrics:The 50+ metrics every manager needs to know.
Harlow, Pearson.
Henmann, C. and Burbary, K. (2013) Digital marketing analytics: making sense of consumer data in a digital world. Indianapolis, QUE.
Rowles, D. (2014) Digital branding: a complete step-by-step guide to strategy, tactics and measurement.
London, Kogan Page.
Davis, J.A. (2013) Measuring marketing: 110+ key metrics every marketer needs. 2nd edition. Chichester, John Wiley.
Supplementary
Blanchard, O. (2011) Social media ROI: managing and measuring social media efforts in your organization. Indianapolis, QUE.
Brea, C.A. (2012) Pragmalytics: practical approaches to marketing analytics in the digital age. iUniverse.com.
Farris, P.W., Bendle, N.T., Pfeifer, P.E. and Reibstein, D.J. (2010) Marketing metrics: the definitive guide to measuring marketing performance. 2nd edition. New Jersey, Pearson.
Farris, P.W., Bendle, N.T., Pfeifer, P.E. and Reibstein, D.J. (2010) Key marketing metrics:The 50+ metrics every manager needs to know.
Harlow, Pearson.
Henmann, C. and Burbary, K. (2013) Digital marketing analytics: making sense of consumer data in a digital world. Indianapolis, QUE.
Rowles, D. (2014) Digital branding: a complete step-by-step guide to strategy, tactics and measurement.
London, Kogan Page.
MODULE LEARNING OUTCOMES
1. Understand the role of marketing metrics
2. Understand the significance of different measurement techniques across a range of market contexts
3. Know the relevant measures of marketing performance
4. Apply marketing metrics to establish the effectiveness of marketing activities
5. Understand appropriate sources of data for marketing analysis
6. Utilise various analytical tools and techniques for marketing insight and strategic decision making
2. Understand the significance of different measurement techniques across a range of market contexts
3. Know the relevant measures of marketing performance
4. Apply marketing metrics to establish the effectiveness of marketing activities
5. Understand appropriate sources of data for marketing analysis
6. Utilise various analytical tools and techniques for marketing insight and strategic decision making
Web Descriptor
This module examines the importance of managing marketing data in effective marketing decision making. It presents the role of marketing metrics within the organisation and establishes how an understanding of a range of measurement techniques can enable organisations to achieve marketing insights and strategic decision making.