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Customer Value Analytics (GRAV031)

Goal of the course

Overall, the course is designed to provide students with a foundation on how to measure and manage marketing performance to increase profitable growth - and how to raise company’s marketing accountability to a higher level. The relevance of any marketing organization depends on its ability to shift from operational orientation to a strategic one, and the best marketers aspire to help their organizations make this transition. Making this shift is imperative for marketing to change its perception as a ‘tolerated’ expense to that of a valued revenue generator. From a leadership vantage point, there’s a lot riding on marketing’s ability to make this shift, because reactive and purely tactical marketing doesn’t enjoy much influence. This course provides an introduction to marketing analytics and marketing metrics – some of the most important tools for making marketing accountable and strategic. The approach taken throughout the course hinges on three questions:

  1. What are the outcomes that the business needs to achieve in order to meet its goals?
  2. What does senior management expects marketing to contribute towards these outcomes?
  3. How will senior management know that marketing has made a contribution?

Learning outcomes

Upon completion of this course, successful students will:

  • Understand the importance of marketing analytics and how they can help improve the measurement and management of marketing performance.
  • Understand how to use and apply key marketing analytics and interpret associated marketing metrics.
  • Learn to apply marketing analytics to a company and present marketing analytics and metrics in a management report, or in a form of a dashboard.
  • Understand the barriers to successful implementation of marketing analytics as well as the potential for improved performance and profitability.
Syllabus
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