個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Marketing Metrics: Note for Marketing Managers
內容大綱
This non-technical note for marketing professionals (and those in training) explores the value of setting performance goals when developing marketing plans. Practical metrics to evaluate the overall success of marketing initiatives are discussed, followed by supporting metrics that can be used to evaluate each area of the marketing mix. A critical view is taken of many metrics; some metrics have shortcomings in certain situations that managers should be aware of. Many industry examples are used, making for an engaging student experience and providing benchmarks for students to set goals when writing case studies. Formulas are included for all metrics discussed.
學習目標
This note is intended for MBA or senior undergraduate marketing students. It is most useful for courses on marketing strategy, analytics, communications, pricing, channels or product management. Using this note prior to teaching case studies will enable students to set meaningful goals as part of case study recommendations.<br><br>Primary goals of this reading include:<ul><li>To familiarize students with the importance of goal setting for marketing initiatives.</li><li>To discuss individual metrics in a readable manner, allowing students to understand both the value and potential shortcomings of specific metrics.</li><li>To demonstrate the use of metrics through industry examples and incorporate research findings relating to marketing metrics.</li></ul>