MARKETING METRICS

Catalog description

This course bridges the gap between marketing theory and mathematical application, equipping students with essential analytical skills to measure, evaluate, and optimize marketing performance. Students will explore the mathematical principles underlying key marketing concepts including customer lifetime value, market share analysis, pricing strategies, promotional effectiveness, and return on marketing investment. The course covers essential topics such as profitability analysis, customer acquisition and retention costs, break-even analysis, sales force and channel management metrics, advertising and promotional ROI, and product portfolio management. Students will learn to translate raw data into actionable insights, enabling them to justify marketing expenditures and demonstrate tangible business impact.