PERFORMANCE MARKETING

The course provides a state-of-the-art overview of marketing metrics designed for performance assessment and decision making. The main teaching objectives are: (1)To build student’s critical thinking concerning what, how, and when to implement a specific set of performance metrics. (2) To give students a hands-on experience of using marketing analytics tools for the development of performance metrics. (3) To contribute to student’s team-work and communicational skills through applied assignments and case discussions.

It is desirable to have good knowledge of Marketing, Research Methods and Statistics.

• Knowledge and Understanding. This course contributes to student’s knowledge on how to create and use marketing performance metrics for decision making. Students will enrich their knowledge through relevant academic literature on marketing performance, class discussions and hands-on assignments. • Applying Knowledge and Understanding. Students will develop the ability to work individually and in teams to solve marketing performance problems using state-of the-art analytics methods. Applications through the course will involve the use case studies and field data excercises. • Making Judgement. Students will be expected to integrate knowledge about marketing strategy and analytics. Such abilities are relevant to direct managerial and policy decision making. Students are expected to discuss and evaluate the impact of marketing performance metrics on decision making. • Communication Skills. Students will develop practical experience in solving marketing performance problems through the use of field data and a wide range of research methods. Then, through reports and group presentations they will develop skills to deliver business insights at a c-suite level. • Learning Skills. This course will contribute to student’s development of problem-solving skills. Technical, analytical and creative thinking are required to analyze market data and derive business insight. Students will learn how to provide solutions which support the marketing decision making process.

• Introduction to Performance Marketing • Customer Mindset Metrics • Customer Behavior Metrics • Customer Experience and Loyalty Metrics • Product Market Performance Metrics • Other Performance Metrics

Bendle, N, Farris, P. W., Pfeifer, P., & Reibstein, D. (2021) Marketing Metrics: The Manager's Guide to Measuring Marketing Performance (4th Edition). Pearson Education. In addition, the course instructor will provide KNIME Analytics book guides, and a list of academic papers

Lectures, discussion, method labs, and group projects on relevant empirical issues.

1. Team work and presentation/discussion in class: 50% 2. Quizzes: 20% 3. Final written exam: 30%

No specific criteria