Module Code: H9MMA
Long Title Marketing Metrics and Accountability
Title Marketing Metrics and Accountability
Module Level: LEVEL 9
EQF Level: 7
EHEA Level: Second Cycle
Credits: 5
Module Coordinator: Louise (F) Maguire
Module Author: Louise (F) Maguire
Departments: School of Business
Specifications of the qualifications and experience required of staff  
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Demonstrate a critical appreciation of the concept of marketing accountability and why it is vitally important that Marketers can demonstrate the effectiveness of the Marketing spend (across many different channels) and its contribution to the bottom line.
LO2 Recognise and comprehend the link between marketing strategy and corporate strategy and how one must tie into the other for overall business efficiency and performance.
LO3 Assess the myriad of marketing metrics and evaluate which marketing metrics are appropriate to measure the efficiency and contribution of the marketing spend.
LO4 Demonstrate an understanding of digital analytics, how they relate to overall marketing metrics.
LO5 Critically analyse the process of creating and allocating the Marketing budget and deciding which sectors should be allocated which spend.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is required before enrolment on this module. While the prior learning is expressed as named NCI module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
No recommendations listed
Co-requisite Modules
No Co-requisite modules listed
Entry requirements  
 

Module Content & Assessment

Indicative Content
Guidelines for Effective Marketing
• Understand the marketing strategy and the need for accountability, Changes and challenges encountered in the Marketing Planning Process, the Marketing Environment, Competitors, Differentiation, Product Portfolio.
Managing the Marketing Budget
• Developing the budget: Linking resource use with marketplace effect: Budget templates: Cause and effect:
Sales Forecasting
• The Effect of Price Changes on Demand: Top-down, bubble-up input to the sales forecast, The Sales Plan.
Developing Metrics to Measure Marketing Efficiency
• Marketing Metrics Models: What Metrics are Appropriate? Which Resources are Necessary? Where can Efficiencies be identified? How much budget will be required? Auditing for Success, Marketing Metrics Models - Share of hearts, minds and markets, Product and Portfolio Management, Customer Profitability, Pricing and Promotion
Assessing Digital Metrics
• Which digital metrics are appropriate? What digital channels do we need to assess? How to show ROI from digital channels. Advanced targeting of customers using digital tools.
Valuing Brands
• What is a Brand? How are intangible assets driving corporate value in the 21st Century? Valuing intangible assets. Financial implications for Brands
Assessment Breakdown%
Coursework100.00%

Assessments

Full Time

Coursework
Assessment Type: CA 1 (0380) % of total: 100
Assessment Date: n/a Outcome addressed: 1,2,3,4,5
Non-Marked: No
Assessment Description:
15% in-class participation & attendance 25% In-class presentation on a prescribed area of marketing metrics 60% Group metrics research project - Audit and report on an existing organisation.
No End of Module Assessment
No Workplace Assessment
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

NCIRL reserves the right to alter the nature and timings of assessment

 

Module Workload

Module Target Workload Hours 0 Hours
Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Classroom and demonstrations 30 Per Semester 2.50
Independent Learning Independent learning 95 Per Semester 7.92
Total Weekly Contact Hours 2.50
 

Module Resources

Recommended Book Resources
  • Farris, P., Bendle, N., Pfeifer. P.E., & Reibstein, D.J. (2020), Marketing Metrics: The Manager's Guide to Measuring Marketing Performance, 4th Ed. Pearson.
  • Sharp, B.. (2010), How Brands Grow: What Marketers Don’t Know, Oxford University Press.
This module does not have any article/paper resources
Other Resources
  • [Other materials], https://blog.hubspot.com/customers/marke ting-metrics-to-know.
  • [Other materials], https://digitalmarketinginstitute.com/bl og/the-best-social-media-metrics-to-focu s-on-now.
  • [Other materials], https://digitalmarketinginstitute.com/bl og/digital-marketing-kpis-how-to-choose- and-track.
  • [Other materials], https://www.smartinsights.com/goal-setti ng-evaluation/goals-kpis/choosing-effect ive-digital-marketing-kpis/.
Discussion Note: