Module Details

Module Code: MRKT8022
Title: Marketing Measurement &Metrics
Long Title: Marketing Measurement and Metrics
NFQ Level: Advanced
Valid From: Semester 1 - 2021/22 ( September 2021 )
Duration: 1 Semester
Credits: 5
Field of Study: 3420 - Marketing & Advertising
Module Delivered in: 1 programme(s)
Module Description: This module deepens students knowledge of the many financial and numerical methods used to both plan out and measure the success of key marketing functions.
It equips students with the skills to select marketing instruments and measure and control marketing processes. Tools such as MS Excel, Google Analytics and Google AdWords will be used in labs while concepts such as control systems, big data and online privacy will be examined during classroom-based lectures.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Discuss the role of numeric control systems and data sets in today's key marketing functions.
LO2 Develop financial and numeric models that assist in making key marketing decisions.
LO3 Evaluate and apply key metrics, KPIs and common models used to measure and understand Digital Marketing Performance.
LO4 Use key digital marketing tools to evaluate the success of digital marketing and sales activities / campaigns.
LO5 Contrast the legal and societal implications of a data culture with commercial needs.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.
No requirements listed
 
Indicative Content
Control Systems
The role of numeric control systems in organizations and models such as McKinsey 7S and Sostac. KPIs and Waterfall KPIs. Benchmarks. Balanced Scorecards. Common financial metrics and KPIs for product marketing, brand marketing and relationship marketing. Use and benefit of data visualizations.
Big Data In Marketing
Key characteristics of big data (3Vs) and challenges (capture, store, search, analyse, visualise). Role of big data and IOT in marketing product development. Examples of use of purchased marketing data sets.
Marketing Calculations and Financial Models
Strategic KPIs (e.g. market share, share of wallet, brand penetration, customer lifetime value). Operational criteria used to evaluate / select marketing channels and instruments. Pre-campaign planning of integrated marketing campaigns. Post-campaign reporting including calculating ROMI and ROI. Limitations of marketing metrics and KPIs. Channel marketing in a B2B setting.
Key metrics, common KPIs and models used in Digital Marketing.
Key metrics in digital channels (e.g. PPC, SEO, Email and Social Media). Basic attribution modelling. Key metrics across various digital business and marketing models (e.g. ecommerce, brand building, lead generation, omni-channel). Use of metrics across common models including sales funnel and customer journey models (AIDA, RACE, etc.). Basic Attribution modelling.
Knowledge and use of relevant tools
Evaluate data using Google Analytics, Excel, Google AdWords. Evaluate email tools (e.g. MailChimp) and Social Listening tools. Critique techniques such as Share of Voice measurement and Social Media Influencer measurement. Demonstrate knowledge of CRM and sales reporting tools. Critique the role of Dashboards such as Tableau or Google Dashboard.
Legal and societal implications of a data in society.
GDPR. Irish and European attitudes to online and data privacy. Variations in global attitudes to data privacy.
Module Content & Assessment
Assessment Breakdown%
Coursework100.00%

Assessments

Coursework
Assessment Type Project % of Total Mark 40
Timing Week 7 Learning Outcomes 2,4
Assessment Description
Create a system of planning and control for key marketing functions for a selected company. Group work.
Assessment Type Multiple Choice Questions % of Total Mark 15
Timing Week 9 Learning Outcomes 4
Assessment Description
Multiple choice test focusing interpreting information from a software or system.
Assessment Type Open-book Examination % of Total Mark 45
Timing Sem End Learning Outcomes 1,2,3,4,5
Assessment Description
Short answer question style exam.
No End of Module Formal Examination
Reassessment Requirement
Repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.

The University reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lab Contact Hands on creation of models and usage of measurement tools Every Week 1.00 1
Lecture Contact Class based learning Every Week 2.00 2
Independent & Directed Learning (Non-contact) Non Contact Independent Study Every Week 4.00 4
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00
This module has no Part Time workload.
 
Module Resources
Recommended Book Resources
  • Paul Farris, Neil Bendle, Phillip Edward Pfeifer, David Reibstein. (2017), Key Marketing Metrics: The 50+ metrics every manager needs to know, 2nd. 13, FT Publishing International, p.440, [ISBN: 1292212470].
  • Laurent Flores. (2014), How to Measure Digital Marketing: Metrics for Assessing Impact and Designing Success, 9th, Palgrave Macmillan, p.272, [ISBN: 9781137340689].
Supplementary Book Resources
  • Bernard Marr. (2015), Big Data: Using Smart Big Data, Analytics and Metrics to Make Better Decisions and Improve Performance, 1st. 6, John Wiley & Sons, p.258, [ISBN: 1118965833].
  • Keller, Parameswaran and Jacob. (2015), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Pearson Education India, p.616, [ISBN: 9332542201].
  • Keith Ward. (2016), Marketing Finance - Turning Marketing Strategies into Shareholder Value, 12th, Routledge, [ISBN: 1138140707].
Recommended Article/Paper Resources
  • T.J. Reynolds and C.B. Phillips. (2005), In search of true brand equity metrics: All market share ain't created equal, Journal of Advertising Research, Volume 45, Issue 2, June 2005, Pages 171-186.
Other Resources
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_BMRKT_8 Bachelor of Business (Honours) in Marketing 7 Mandatory