Develop an awareness and understanding of the role of analysis in underpinning strategic and marketing decisions on management of the marketing mix

MKTG60259 Marketing Metrics  

Learning Outcomes to be Assessed: 

Develop an awareness and understanding of the role of analysis in underpinning strategic and marketing decisions on 

management of the marketing mix
Understand and critically apply marketing metric analysis to a range of complex marketing situations
Develop skills in implementing tactical on and offline marketing programmes based on understanding the critical success

factors underpinning their use    
Task 1.:  

Discuss how marketing metrics can make a significant contribution both to the development of marketing strategy and 

also to the effective implementation of marketing initiatives. In doing so, critically evaluate the range of marketing metrics 

available and also reflect on how such metrics can be integrated to produce a metrics that will underpin the marketing plan 

to reflect the interlinked nature of marketing initiative performance. Where necessary use screen shots of metrics calculators

 to illustrate your argument.



Task 2.: 


The next section contains several shorter questions with marks allocated to each question (totalling 60 marks). 

You will need to use metrics modelling tools to calculate solutions to the following marketing metrics calculations and 

discuss the issues raised by the solutions you arrive at. Illustrate your answers using screen shots of the metrics calculators.




Task 1.:  

Discuss how marketing metrics can make a significant contribution both to the development of marketing strategy 

and also to the effective implementation of marketing initiatives. In doing so, critically evaluate the range of marketing 

metrics available and also reflect on how such metrics can be integrated to produce a metrics that will underpin the marketing

 plan to reflect the interlinked nature of marketing initiative performance. Where necessary use screen shots of metrics

 calculators to illustrate your argument.