The course aims to provide 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 student - by participating in the lectures and practical activities of the course – will identify marketing performance metrics and will be able to determine the causal relationships that make such metrics valid and reliable to manage marketing effectively.

At the completion of this course, students will be able to: 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 modules of the course will cover the following topics: Ontology, epistemology, methodology, and chronology of measurement Corporate perspective on metrics: the balanced scorecard model Marketing metrics and company value creation: the pillars of marketing performance measurement Customer acquisition, retention and evolution: fundamentals of customer analytics and metrics Product management metrics Brand management metrics Pricing and financial metrics Communication metrics Consumer neuroscience analytics & metrics Digital & Social Media and influencer marketing metrics Distribution metrics E-commerce metrics

The key textbooks for the course are: (Mandatory) Bendle, N, Farris, P. W., Pfeifer, P., & Reibstein, D. (2021) Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (4th Edition). Pearson Education.  (Optional) Bendle, N., Pfeifer, P., Reibstein, D., Farris, P. (2017) Key Marketing Metrics: The  50+ metrics every manager needs to know (2nd Edition). Pearson Education 

Fully asynchronous lectures TA synchronous consultations Case studies

Attending Students will be evaluated on the following activities: Assigned exercises to solve and complete (48%) 2 case studies (32%) Final exam (10%) In-person evaluation (10%) Non attending students will be evaluated based on a final written exam plus an oral exam (on campus). They are required to read all book chapters and teaching materials. Also, video scripts, slides and curated materials and exercises are strongly recommended to be prepared for the final exam. 

Active attendance at the course Show a consistent interest in the deepened topics Prepare a research proposal on course topics