Course Description

Few marketers recognize the extraordinary range of metrics now available for evaluating their strategies and tactics. This course is designed to systematically introduce today’s most powerful marketing metrics to enable marketing strategists be able to effectively measure performances and make better marketing decisions. The course covers metrics on measurement of promotional strategy, advertising, and distribution; customer perceptions; market share; competitors’ power; margins and profits; products and portfolios; customer profitability; sales forces and channels; pricing strategies; and more.

Expected Learning Outcomes

At the end of this course, participants will:

  • Learn how and when to apply each marketing metric, and understand trade-offs and nuances that are critical to using them successfully;
  • Learn how to use marketing metrics as leading indicators, identifying crucial new opportunities and challenges;
  • Learn how to develop and interpret marketing performance dashboards, which require that managers keep the big picture in focus, while simultaneously being able to go deep into any particular (quantitatively-based) performance metric;
  • Learn how to design a basic marketing performance measurement system.