MMM147-Measuring Marketing Performance

Module Provider: Marketing and Reputation
Number of credits: 20 [10 ECTS credits]
Level:7
Terms in which taught: Autumn term module
Pre-requisites:
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Current from: 2022/3

Module Convenor: Dr Irute Karanicholas
Email: i.karanicholas@henley.ac.uk

Type of module:

Summary module description:

The pressure to measure marketing performance is all time high, reported byÌýa number ofÌýpractitioner and academic sources. The more senior roles in marketing, such as Marketing Manager, Marketing Director and CMO, would in one way or another require measuring marketing performance.ÌýYet marketers are struggling to justify their value forÌýa number ofÌýreasons.

Measuring marketing performance has in fact been a daunting task to both practitioners and academics alike and remains so still. More efforts are needed to tackle this problem and prepare for careers in marketing.

This module provides the essentials of whatÌýsomeone in a role of aÌýmarketing managerÌýor similarÌýneeds to knowÌýand, importantly, be able to do,Ìýabout measuring marketing performance.

Aims:

The module aims to develop financial acumen with specific reference to the three main financial statements and key financial ratios, to enable a critical and more quantitative approach to marketing. This module also intends to increase confidence in measuring marketing performance,Ìýin order toÌýbecome an ever more valuable member of an organisation.Ìý

Assessable learning outcomes:

Ìý

1. Understand the importance of measuring marketing performance at organisations and the implicationsÌýof not doing soÌýÌý


2. Discuss challenges in measuring marketing performance, focusing on return and costsÌýÌý


3. Discuss various marketing metrics, both traditional and digitalÌý


4. Measure efficiency and effectiveness of marketing activitiesÌý


5. Measure marketing performance while integrating both traditional and digital marketing activitiesÌýÌý


6. Allocate marketing budget across marketing channels and activities effectivelyÌý


7. Critically assess marketing results and be able to act upon themÌý


8. Develop ability to justify marketing value


9. Understand the importance for general and marketing management of the three financial statements (profit and loss, a balance sheet and a cash flow statement)


10. Analyse financial statements and the connection between them


11. Discuss and critically interpret financial statements across a variety of businesses to gain confidence in using data to make strategic and tactical business decisions


12. Learn practical techniques of financial analysis and how to construct forecast financial statements.Ìý

Additional outcomes:

The module is an opportunity for students to developÌýbroader range ofÌýwork-basedÌýskills, such as:

• Working with uncertainty


• Responding positively to a challenge


• Building resilience


• Strengthening communication


• Presenting and visualising information effectively.

Outline content:

• Challenges and trends in measuring marketing performance


• Understanding business financials: the three major financial statements:
  
  
  
  1. The Balance Sheet (Statement of Financial Position)
  
  
  2. The Income Statement (Profit or Loss Statement)
  
  
  3. The Cash Flow Statement
  
  
  
  


• Marketing planning and budgeting


• Marketing metrics, including traditional and digital


• Measuring return on marketing


• Calculating marketing costs


• Marketing dashboard


• And may include any other relevant topics on measuring marketing performance

Brief description of teaching and learning methods:

Variety of teaching and learning methods shall be used, these includeÌýbut are not limitedÌýto:Ìýlectures, tutorials, workshop(s),Ìýwork basedÌýassignments, feedback in class and outside the class.

Contact hours:

Ìý	Autumn	Spring	Summer
Lectures	20
Tutorials	8
Guided independent study:	Ìý	Ìý	Ìý
Ìý Ìý Wider reading (independent)	30
Ìý Ìý Wider reading (directed)	30
Ìý Ìý Advance preparation for classes	40
Ìý Ìý Preparation for tutorials	10
Ìý Ìý Preparation for performance	2
Ìý Ìý Preparation of practical report	50
Ìý Ìý Reflection	10
Ìý	Ìý	Ìý	Ìý
Total hours by term	200	0	0
Ìý	Ìý	Ìý	Ìý
Total hours for module	200

Summative Assessment Methods:

Method	Percentage
Report	40
Practical skills assessment	60

Summative assessment- Examinations:

No examination

Summative assessment- Coursework and in-class tests:

Report (40%): Individual assessment equivalent of 2,000 words. Submission date: week 4 or 5 of the term.

Practical skills assessment (60%) consists of 2 elements:Ìý

1. Individually performedÌýcase study exerciseÌýassessed in class (20%).ÌýDiscussion date: weekÌý7 or 8Ìýof the term.Ìý


2. Team written assignment equivalent ofÌý2,500 (40%). Submission date: week 10 or 11 of the term, or January.Ìý

Formative assessment methods:

There will be opportunities for formative assessments during lectures and tutorials in particular, e.g., you will receive formative feedback for your return on marketing calculations during tutorials, to help support preparation of your practical skills assessment.

Penalties for late submission:

The below information applies to students on taught programmes except those on Postgraduate Flexible programmes. Penalties for late submission, and the associated procedures, which apply to Postgraduate Flexible programmes are specified in the policy £Penalties for late submission for Postgraduate Flexible programmes£, which can be found here: /cqsd/-/media/project/functions/cqsd/documents/cqsd-old-site-documents/penaltiesforlatesubmissionpgflexible.pdf
The Support Centres will apply the following penalties for work submitted late:

• where the piece of work is submitted after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for that piece of work will be deducted from the mark for each working day (or part thereof) following the deadline up to a total of five working days;
• where the piece of work is submitted more than five working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

The University policy statement on penalties for late submission can be found at: /cqsd/-/media/project/functions/cqsd/documents/cqsd-old-site-documents/penaltiesforlatesubmission.pdf
You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.

Assessment requirements for a pass:

A minimum mark of 50%Ìý

Reassessment arrangements:

By individual project only.

Additional Costs (specified where applicable):

Last updated: 22 September 2022