Measuring Marketing Performance

Catalog description

Evaluation and control are important strategic marketing processes and without effective and consistent measurement, these processes cannot be performed adequately. In recent years, marketing budgets have been challenged by top managers as the value of these expenditures to an organization's financial well-being is not often clear. Marketing activities such as branding, advertising, customer management, new product development, and digital marketing all involve upfront investments and making these investments now require increasing scrutiny. Part of this course will build a toolkit consisting of statistical and visual analytics methods that help communicate marketing information in an effective way. Focus of the class will be on understanding what to measure, how to measure, and how to report it so the link between marketing tactics and financial outcomes is clearer. The course will include lectures by the instructor, readings, cases, computer-based data exercises, including use of Generative AI and visual analytics software like Tableau. Prereq: MKMR 201 and ( OPRE 207 or STAT 201 or STAT 312 or ANTH 319 or SOCI 307 or PSCL 282 ).