MRK519 - Marketing Metrics and Analysis

Outline information
Schools offering this subject
Last revision date Jun 3, 2019 12:00:34 AM
Last review date Aug 2, 2019 12:15:00 AM

Subject Title
Marketing Metrics and Analysis

Subject Description

This subject continues from the first four semesters of the Business Administration - Marketing program and relates marketing theory and concepts to measurement and analysis techniques. Using metrics, students will evaluate the attractiveness of marketing opportunities and the impact/consequences/outcomes of marketing decision-making and action. The successful student will be able to demonstrate the ability to choose appropriate measurement and analysis techniques and use them to assess the anticipated merits or actual consequences of marketing strategies and plans.

Credit Status

One credit course towards the Business Administration - Marketing Diploma Program

Learning Outcomes
Upon successful completion of this subject the student will be able to:

Upon successful completion of this subject the student will be able to:

1. Choose the appropriate business model to analyze specific firm or industry scenarios.

2. Build financial models which reflects the business model of the firm or industry in question and use that model to evaluate strategies or performance.

3. Calculate and use appropriate customer-specific measures (including customer profitability and customer lifetime value) to evaluate strategies or performance.

4. Calculate appropriate brand-specific measures including brand valuation techniques to evaluate strategies.

5. Examine methods and concepts of the course into real time scenarios using advanced marketing metrics.

6. Measure marketing effectiveness and create a marketing dashboard particular to a firm.

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Accommodation for Students with Disabilities
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