Marketing Metrics

Catalog description

This course explores the value of setting performance goals as part of the development of marketing plans and explores commonly used approaches to goal structuring such as KPI (Key Performance Indicator) and OKR (Objective & Key Results). Numerous metrics that are used to evaluate marketing initiatives will be discussed, including overall metrics, brand metrics, promotional metrics and customer satisfaction metrics. A realistic, critical view is taken of many of these metrics; some metrics have shortcomings in certain situations that managers should be aware of. Individual assignments will emphasize not only an understanding of the goal setting process, but also the application of these metrics to marketing decision making. An emphasis on exposing students to differing approaches to goal setting and performance measurement across companies (and industries) will be a theme of this course.