The course is aimed at providing a broad range of theories, models, methods, techniques, and specific metrics to measure and evaluate marketing performance. All these elements provide the tools to correctly define investments and their returns, and ultimately the marketing contribution to company’s value creation. The main teaching objectives are: • To create student familiarity with marketing performance metrics, and with the causal relationships that make such metrics valid and reliable to manage marketing effectively. • To analyze, discuss, and experience the process through which marketing management affects company’s competitiveness and value creation. • To analyze, discuss, and experience marketing decision-making from a dynamic point of view that includes both resource allocation and investment returns. Achieving these objectives overall enables students to develop the ability to design, execute and manage a broad range of metrics useful to measure and evaluate marketing performance. At the same time, it improves the ability to understand and manage marketing processes, as characterized by specific performance metrics.

• Knowledge and understanding: The student - by participating in the lectures and practical activities of the course - will have developed the ability to understand the links between the value generated for the customer, the breadth and quality of market relations. Knowledge and understanding will be assessed based on participation in lessons and a final written test. In particular: detailed study of the chapters of the manual referable to the thematic modules and consultation of the slides prepared by the teacher and enabled for the understanding and acquisition of “individualized” knowledge. In addition, business case studies, testimonials and numerous application examples shared with passive and active learning processes. • Ability to apply knowledge and understanding: This ability is developed through small group and plenary analyzes of real cases, to which are added the testimonies of top representatives of the business community conducted in ways that facilitate interaction and participation. The student - acquiring the correct tools and method - will be able to interpret, apply and present the reference interpretative models, but also develop practical projects. At the end of the course there will be a written test. • Independent judgment: Using the methodologies acquired during the course, the student will have acquired skills in analyzing problems and identifying the information necessary for their solution. Specifically, critical thinking, problem solving, self-management, teamwork, relationship and communication skills will be adequately developed, which enhances and makes the disciplinary skills more usable. • Communication skills: At the end of the course the student will be able to master, with adequate terminological precision, the technical-economic vocabulary of the subject of marketing. By participating in the various activities of the course - lessons with classroom discussions, simulated process, written tests, workshops - the student will learn to put these communication skills into practice in different contexts, adapting the vocabulary using the reference interlocutor, thus acquiring additional rhetorical and argumentative skills, essential for one's professional career. • Learning skills: The technical-economic knowledge acquired during the course will allow the student to understand and interpret independently: the design and management of marketing processes including quantitative and qualitative analysis methodologies and techniques, the classification and operational management of all the main marketing phenomena. Consequently, the student will have developed a solid knowledge of the fundamental aspects of the subject that will allow him to continue to deepen the topics addressed independently and to undertake the various post-graduate professional training courses.

•Relationship between marketing metrics and broader measures for value creation, based on the idea of balance performance measurement (Balanced Scorecard). •Market demand metrics. •Mechanisms, methods, and techniques needed to evaluate and measure marketing performance. •Competition metrics. •Customer and brand equity metrics. •Product, price, distribution and sales force metrics, coupled with metrics for communication, digital marketing, and social media communication. •Innovation metrics.

Book: Bendle, N., Farris, P. W., Pfeifer, P., & Reibstein, D. (2021). Key Marketing Metrics (3rd ed.). Pearson International Content. https://bookshelf.vitalsource.com/books/9781292360881 Suggested Readings: A list of further readings are suggested to students keen to deepen their knowledge building an advanced background on metrics and measurement process

Frontal lessons, case studies, class discussions, and formative assessment via online games such as Kahoot and Mentimeter

The assessment of the attending student will be structured as follows: 1. HBS Case Studies (teamwork): 50% 5 case studies, including a PPT report for all the cases. Teams will present two cases according to a calendar to ensure all teams' participation during the breakour sessions. • Slides (30%, 6% each case) • Oral presentation (15%, 7.5% each presentation)consist ofussion (5%, average of participat, which will points during cinsentations) 2.GuesItnges (teamwork): 10% One week before each guest speaker session, a couple of questions related to the talk will be posted on luiss learn. Teams must work on those questions during the week and submit their answers in PDF (on luiss learn) by 11:59 pm on the day before the talk. The question will be evaluated based on 1) evidence and support (at least 2 references), 2) clarity and organization, and 3) quality of arguments. The challenges questions grades will be averaged at the end of the semester. 3.Peer Evaluation: 10% The Peer evaluation is scheduled twice in the semester, in the middle and in the end. Only the last one will be graded. Those evaluations are online and individual. Each student rates the contribution of the rest of the people in the team from 1 to 10. Then the average is computed among all the scores for each student. 4.Final written exam: 30% The final exam will be only written and composed as follows: • 6 multiple choices: each worth 2 points • 3 true/false questions: each worth 1 point • 2 open questions: each worth 5 points • 1 exercise: worth 5 points The written exam will last 60 minutes. Note 1. Attendant students who are dissatisfied with the grade or students with a grade is not sufficient to pass the exam, can take the final comprehensive exam (100%) during the retakes (retake 1 between August 25th – September 6th, 2025). The assessment of the non-attending student will be structured as follows: 1.Final written exam: 100% The written exam will be both a standard test and a case study to be “discussed” through a written report. The written exam will last 120 minutes. Note 2. Students who will not be attending courses of the semester need to communicate their status through the Graduate School module. If no communication is given to the program manager, students will be automatically considered as attending students.

Performance: Course final grade of 29-30 out of 30. Maximum of 1 absence to lectures and sessions. Peer evaluation grade of 9.5 out of 10. Being proactive, organized and resourceful. Motivation: Strong interest in marketing communication and social phenomena on the web. To get the thesis, the applicant must submit a written project including a research question, intended methodology, index and basic bibliography