Marketing Metrics

Catalog description

Marketing Metrics is about what to measure and how to measure, when assessing the effects of marketing tactics. Evaluation and control are essential strategic marketing processes; and the basis of evaluation and control is measurement. This course focuses on research methods in the broader context of strategic and tactical marketing planning. The course will help students understand marketing efforts and outcomes from the standpoint of performance measurement to ensure that the marketing function is focused, accountable, and adds value to the bottom line. Offered every 3 semesters.