By individual assignment 3500 words critically demonstrating the application and role of analytical marketing metrics to support the commercialisation of a new product or organisational venture. Assesses LO 1,2 and 3

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
- Introduction to Google analytics

1. DEVELOP AN AWARENESS AND UNDERSTANDING OF THE ROLE OF ANALYTICS 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 US
Application
Knowledge & Understanding
Learning
Problem Solving

This requires student commit to 150 learning hours. Of this 36 hours will be class contact and 114 of independent self-directed study.
12 hours formal lectures/seminars
24 hours tutorial/seminar activity

Lectures will provide the conceptual framework and will direct independent and self-directed study as well as contextualising principle within an application framework. Tutorial/seminar activities will centre around case studies, computer laboratory exercises or seminars and will develop awareness, analysis and understanding of application of theory to practice

Business library
Internet access
E mail
PC with Office Software and appropriate statistical software
Blackboard module website
Companion web sites

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