The course is aimed at providing a broad range of theories, models, methods, techniques, and specific metrics to measure and evaluate marketing performance. All of 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 enable 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 on the basis of 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, company case studies, testimonials and numerous application examples shared with passive and active learning processes. Applying knowledge and understanding: This ability is developed through small group and plenary analyzes of real cases, to which are added 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. Making judgements: The student, through the use of the methodologies acquired during the course, will have acquired problem analysis skills and the ability to identify the information necessary for their solution. Specifically, critical thinking, problem solving, self-management, teamwork, relationship and communication skills will be adequately developed, which enhance and make the disciplinary skills more usable. Communication skills: At the end of the course the student will be able to use the business and technical vocabulary of marketing, addressing the legal issues at hand with terminological accuracy. Through the various activities that will take place during the course – lessons with discussion, moot courts, workshops – the student will be able to put these communication skills into practice in various contexts, by adapting the terms used to the interlocutor in the specific case, thus gaining advanced rhetorical skills necessary for his/her professional career. Learning skills: The technical-economic knowledge acquired during the course will allow the student to autonomously understand and interpret: the design and management of marketing processes including quantitative and qualitative analysis methodologies and techniques, the framing and operational management of all the main marketing phenomena.The student will develop 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.

The course covers different topics: • 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

Bendle, N., Pfeifer, P., Reibstein, D., Farris, P. (2017) Key Marketing Metrics: The 50+ metrics every manager needs to know (2nd Edition). Pearson Education Bendle, N, Farris, P. W., Pfeifer, P., & Reibstein, D. (2016) Marketing Metrics: The Manager's Guide to Measuring Marketing Performance (3rd Edition). Pearson Education. Suggested readings: - Aguinis, H., Edwards, J. R., & Bradley, K. J. (2017). Improving our understanding of moderation and mediation in strategic management research. Organizational Research Methods, 20(4), 665-685. - Ofek, E. (2016) Customer Lifetime Value versus Customer Lifetime Return on Investment, HBSPD 9-515-049 - Popky, L.J. (2015). Identify the marketing metrics that actually matter, HBR - Netzer, O. (2014). Using Social Media Data to Track the Effectiveness of a Communication Campaign, HBSPD - Stanko, M.A. &Fleming, M. (2014). Marketing Metrics: Note for Marketing Managers, HBSPD – W14327 - Pirouz, R., Bendle, N., & Taneem, K. (2011). Online metrics: what are you measuring and why. HBSPD - Chandon, P. (2003). Note on measuring brand awareness, brand image, brand equity and brand value (pp. 1-12). Fontainebleau: Insead. - Edwards, J. R., & Bagozzi, R. P. (2000). On the nature and direction of relationships between constructs and measures. Psychological methods, 5(2), 155. - Dolan, R. J. (1998). Note on Low-Tech Marketing Math. - Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of personality and social psychology, 51(6), 1173. - Churchill Jr, G. A. (1979). A paradigm for developing better measures of marketing constructs. Journal of marketing research, 64-73.

Case discussion Guest speaker Traditional Lectures Flipped classes

The student will be evaluated on the basis of the individual scores achieved on: • Team work and presentation (or discussion) of case studies: 60% Peer Evaluation 10%. Attendance and participation in class and seminars are also included in the calculation. Through these activities, we intend to verify the ability to communicate economic/managerial issues and the ability to apply the knowledge and skills acquired. In addition, we intend to test: the autonomy of judgment and the ability to apply acquired knowledge, the ability to self-organize and self-motivation, as well as the acquisition of soft skills related to social work. • Final written exam: 30% of the final grade. The written test will last 60 minutes and will be structured as follows: 6 multiple choice questions (each valid for 2 points); 3 true/false questions (each valid 1 point); 2 open questions (each valid for 5 points); 1 exercise (5 points). The student have to demonstrate knowledge of the theoretical notions of teaching (xxx), knowing how to apply them in practical cases demonstrating that he has achieved the method of study and the learning ability necessary to continue the study of the subject autonomously. The failure to achieve at least the score of 18/30 will result in failure to pass the exam. Correct answers to all multiple-choice questions, an excellent level of preparation in all open questions and the correct execution of all the exercises will result in a score of 30/30 cum laude.

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