Bachelor 2023/2024

Marketing Metrics

Type: Compulsory course (Marketing and Market Analytics)

Area of studies: Management

Delivered by: Department of Marketing

Where: Graduate School of Business

When: 4 year, 3 module

Mode of studies: offline

Open to: students of one campus

Instructors: Alexandr Vladimirovich Krasnikov

Language: English

ECTS credits: 3

Contact hours: 30

Course Syllabus

Abstract

Increasingly, marketers are held accountable for their actions. They need to understand their markets and assess opportunities quantitatively. As such, numerical fluency is a crucial skill for every business leader. A metric is a system that quantifies a trend, dynamic, or characteristic. Metrics make it possible to compare observations across markets and time periods, facilitate understanding of marketing phenomena, and improve decision-making. In this course, the students will appraise and develop key metrics to understand marketing problems using various models and scenarios. Specifically, the course offers methods to quantify the value of customers, products, and distribution channels – all under various marketing strategies.

Learning Objectives

• The students will learn approaches to designing and deploying wide range of metrics, which adds to the measurable and marketing success. The course takes hands-on approach with goal to strengthen numerical fluency , which may be used across wide range of marketing scenarios.

Expected Learning Outcomes

• Владеть навыками презентации
• Владеть навыками презентации проекта и составления отчета по итоговому проекту
• Знать индикаторы удержания и привлечения новых
• Знать метрики в рекламе и медиа-планировании
• Знать метрики, используемые в управлении маркетингом
• Знать основные затраты на маркетинг
• Знать основные концепции метрик
• Знать показатели структуры рынка
• Уметь проводить анализ соответствия портфеля метрик бизнес модели и стратегии компании
• Уметь считать точку безубыточности

Course Contents

• Marketing Strategy. Metrics in Action Planning
• Customer Metrics. Communicating Metrics and Insights from Data
• Experimentation in (Digital) Marketing.
• Sales Metrics. Brand Metrics
• Marketing Dashboard and Effectiveness
• Advertising Metrics
• Marketing Metrics Based on Unstructured Data
• Presentation of Marketing Dashboard Projects

Assessment Elements

• FInal Exam
  Platform: The exam is conducted on the StartExam - an online platform for testing of various complexity levels. The link to pass the examination task will be available to the student in the RUZ system.
• 4 class assignments
  Participation and contribution: To a large extent, learning in this class is related to your willingness to expose your insights and viewpoints to the critical judgment of your classmates. Thus, each one of you is expected to contribute to class discussions. This includes preparation for class by doing the assigned reading, thoroughly preparing any assigned problems, and presenting your opinions or summaries of material covered in class. The basis for class participation is quality, not quantity. If you do not actively participate, you will receive a very low participation grade even if you attend every class. We will assess participation and engagement during our classes using following points: - Offer ideas on course topics - Voluntarily propose to provide examples, analyses, or other content - Add links to the relevant online resources - Raise hands to jump into conversation - Participate in polls and surveys - Be curious and raise clarifying questions - Consistently participate in class-related online conversations and activities Class asignments cannot be retaken as the weight of each one of them is 8% of the final grade.
• Group Project
  In groups of 3-5 students develop a Marketing dashboard for a company of your choice. An in depth understanding of the client will be necessary to understand the current strategy and potentially opportunities and challenges. The Dashboard should show the key performance measures and their drivers. Students need to prepare a presentation with Marketing Dashboard for the last class. The project will be evaluated on both the metrics selected and on the actual dashboard presented.

Interim Assessment

• 2023/2024 учебный год 3 модуль
  0.32 * 4 class assignments + 0.5 * FInal Exam + 0.18 * Group Project

Bibliography

Recommended Core Bibliography

• Bendle, N. T., Farris, P. W., Pfeifer, P. E., & Reibstein, D. J. (2016). Marketing Metrics : The Manager’s Guide to Measuring Marketing Performance: Vol. Third edition. Pearson FT Press.

Recommended Additional Bibliography

• Farris, P. (2006). Marketing Metrics : 50+ Metrics Every Executive Should Master. Pearson Education, Inc.
• Farris, P. W., Bendle, N. T., Pfeifer, P. E., & Reibstein, D. J. (2017). Key Marketing Metrics : The 50+ Metrics Every Manager Needs to Know: Vol. Second edition. FT Publishing International.