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.

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

1. DEVELOP AN AWARENESS AND UNDERSTANDING OF THE ROLE OF ANALYSIS IN UNDERPINNING STRATEGIC AND TACTICAL MARKETING DECISIONS ON MANAGEMENT OF THE MARKETING MIX
Analysis
Application
Knowledge & Understanding

2. UNDERSTAND AND CRITICALLY APPLY MARKETING METRIC ANALYSIS TO A RANGE OF COMPLEX MARKETING SITUATIONS
Application
Communication
Knowledge & Understanding
Problem Solving

3. DEVELOP SKILLS IN IMPLEMENTING TACTICAL ON AND OFFLINE MARKETING PROGRAMMES BASED ON UNDERSTANDING THE CRITICAL SUCCESS FACTORS UNDERPINNING THEIR USE
Application
Knowledge & Understanding
Learning
Problem Solving

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/

FOR INTERNATIONAL COLLABORATIVE PARTNERS ONLY.

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

The learning strategy for the module requires students to commit 150 learning hours (including assessment)consisting of face to face and independednt study. The lecture/tutorial pattern may vary with some activities taking place in medium size group workshops. 12 hours of formal lectures 6 hours of formal lectures/large group activity 12 hours of tutorials.