Marketers need to be able to selectively analyse data for insight and undertake effective decision making in relation to the utilisation of marketing resources. This module from the Chartered Institute of Marketing Diploma in Professional Marketing looks at the increasing volume and range of data, innovative methods of analysis and new measures of marketing effectiveness.
Aims of the module
This module examines the role of marketing metrics and establishes how an understanding of a range of measurement techniques can enable organisations to achieve marketing insights and strategic decision making. It provides an appreciation of how these techniques, aligned to business objectives, can establish and determine marketing effectiveness. It outlines the value of using appropriate data sources to enable analysis, and employing appropriate analytics tools and techniques to ensure effective marketing decision making.
The content of this module covers:
- Role of marketing metrics
- Significance of measurement techniques
- Relevant measures of marketing performance
- Marketing metrics to establish the effectiveness of marketing activities
- Sources of data for marketing analysis
Analytics tools and techniques
Assessment: Work-based assignment
A 16 page assignment, of three tasks, based on a given scenario and an organisation of choice.