MM342-Optimising Marketing Performance

Module Provider:
Number of credits: 20 [10 ECTS credits]
Level:6
Terms in which taught: Autumn term module
Pre-requisites: MM218 Marketing Essentials or MM255 Marketing Management or AP1EM2 The Fundamentals of Business and Marketing MM218 Marketing Essentials AP2SB3 Applied Marketing and Management MM255 Marketing Management
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Current from: 2023/4

Module Convenor: Mr Simon Robert Hall
Email: s.hall@henley.ac.uk

Type of module:

Summary module description:

In today's competitive business landscape, measuring and optimising marketing performance has become more crucial than ever. As reported by numerous industry experts and scholars, the pressure to optimise the impact of marketing activities is at an all-time high. Marketing professionals in senior roles, including Marketing Manager, Marketing Director, and CMO, are expected to have the ability to quantify their performance effectively and improve the outcomes of marketing activity.Ìý

Unfortunately, many marketers find it challenging to prove their worth due to several reasons. To overcome this hurdle and optimise marketing performance, it's crucial that marketers acquire the necessary skills and knowledge.Ìý

This module is designed to equip individuals that will be working in marketing roles with the essentials of measuring marketing performance. By taking this course, learners will gain practical insights and techniques to demonstrate the effectiveness of their marketing activities and optimise them, helping them justify their value in their organisation.Ìý

Aims:

The module aims to equip students with the financial acumen required to optimise marketing performance. Specifically, the course will focus on the three main financial statements and essential financial ratios, enabling learners to adopt a critical approach to marketing.Ìý

By improving financial literacy, marketers will gain the confidence they need to measure the effectiveness of their marketing activities accurately. This, in turn, will allow them to demonstrate the value of their work to their organisation and become even more valuable members of their team.Ìý

Ultimately, the aim of this module is to empower marketers to make data-driven decisions and drive business growth through effective marketing strategies.Ìý

Assessable learning outcomes:

1. 
   

   Evaluate financial statements (profit or loss, a balance sheet and a cash flow statement)ÌýÌý

   
   

2. 
   

   Identify, apply and critically discuss relevant marketing metrics for a purposeÌý

   
   

3. 
   

   Measure return on marketing and assess marketing costÌýÌý

   
   

4. 
   

   Monitor, assess and optimise marketing performance?resultsÌý

   
   

Additional outcomes:

• 
  

  Critical thinkingÌýÌý

  
  


• 
  

  Working with uncertaintyÌýÌý

  
  


• 
  

  ¸é±ð²õ¾±±ô¾±±ð²Ô³¦±ðÌýÌý

  
  


• 
  

  Team workÌý

  
  


• 
  

  °ä´Ç³¾³¾³Ü²Ô¾±³¦²¹³Ù¾±´Ç²ÔÌýÌý

  
  

Outline content:

• 
  

  Marketing planning within an organisationalÌý

  
  


• 
  

  Understanding business financials and linking them to marketing performanceÌý

  
  


• 
  

  Challenges in measuring marketing performanceÌýÌý

  
  


• 
  

  Marketing budgetingÌý

  
  


• 
  

  Overview of marketing metricsÌý

  
  


• 
  

  Application of marketing metricsÌý

  
  


• 
  

  Measuring return on marketing and assessing marketing costÌý

  
  


• 
  

  Monitoring, assessing and optimising the resultsÌý

  
  

Brief description of teaching and learning methods:

Variety of teaching and learning methods will be used. Students are required to be prepared to work with uncertainty which surrounds the analysed area.Ìý

Contact hours:

Ìý	Autumn	Spring	Summer
Lectures	20
Tutorials	5
Demonstration	1
Guided independent study:	Ìý	Ìý	Ìý
Ìý Ìý Wider reading (independent)	50
Ìý Ìý Wider reading (directed)	50
Ìý Ìý Advance preparation for classes	10
Ìý Ìý Preparation for tutorials	10
Ìý Ìý Preparation for performance	10
Ìý Ìý Essay preparation	34
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	70
Set exercise	30

Summative assessment- Examinations:

Summative assessment- Coursework and in-class tests:

Individual report of 2500 word (70%), submitted on week 11.Ìý

Team work (30%), submitted week 7-8.Ìý

Formative assessment methods:

Penalties for late submission:

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:

40%

Reassessment arrangements:

By individual report.ÌýÌýÌý

Additional Costs (specified where applicable):

ADDITIONAL COSTSÌý
ItemÌý	CostÌý
Required textbooksÌý	Ìý
Specialist equipment or materialsÌý	Ìý
Specialist clothing, footwear, or headgearÌý	Ìý
Printing and bindingÌý	Ìý
Computers and devices with a particular specificationÌý	Ìý
Travel, accommodation, and subsistenceÌý	Ìý

Last updated: 9 October 2023