Syllabus

Title
5015 Marketing Metrics and Performance Measurement A
Instructors
Dr. Brigitte Bojkowszky
Contact details
Sprechstunde nach Vereinbarung per E-Mail: brigitte.bojkowszky@wu.ac.at
Type
PI
Weekly hours
2
Language of instruction
Englisch
Registration
02/20/17 to 02/26/17
Registration via LPIS
Notes to the course
This class is only offered in summer semesters.
Subject(s) Master Programs
Marketing Metrics and Performance Measurement
Dates
Day Date Time Room
Thursday 03/09/17 09:30 AM - 12:30 PM D2.0.392
Thursday 03/16/17 09:30 AM - 12:30 PM D2.0.392
Thursday 03/23/17 09:30 AM - 12:30 PM D2.0.392
Friday 03/31/17 09:30 AM - 12:30 PM D2.0.392
Thursday 04/06/17 09:30 AM - 12:30 PM D2.0.392
Thursday 05/04/17 09:00 AM - 12:30 PM Extern
Thursday 05/11/17 09:30 AM - 12:30 PM D2.0.392
Thursday 05/18/17 11:00 AM - 01:00 PM TC.2.02

On this page:

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Contents

In recent years, data-based marketing has swept through the business world. In its wake, measurable performance and accountability have become key to marketing success. However, few managers appreciate the range of metrics to evaluate marketing strategies and dynamics. Fewer still understand the pros, cons, and nuances of each.

In this environment, we have come to recognize that marketers, general managers, and business students need a  comprehensive, practical reference on the metrics used to judge marketing programs and quantify their results.

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Learning outcomes

By the end of thismodule, students should

- understandthe scope of marketing metrics 

- apply marketing knowledge in practical problem solving for key account management 

- beable to judge the effectiveness of marketing strategies

- beable to transfer theoretical insights to concrete fields of application

- beable to concisely present a practical marketing project

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Teaching/learning method(s)
This course blends lectures with discussions on cases, group presentations on their project findings, and guest speakers from renowned companies. 
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Assessment

20% article presentation

25% project presentation

10% participation

10% peer rating

35% exam

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Availability of lecturer(s)
by appointment: brigitte.bojkowszky@wu.ac.at
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Unit details
Unit Date Contents
1 03/09/17

Intro Mktg Metrics course

Lecture: What is Mktg Metrics? Let’s define!
2 03/16/17

Lecture: Customer perceptions, market share, and competitive analysis

Article pre: Horst, P., & Duboff, R. (2015). Don't Let Big Data Bury Your Brand. Harvard Business Review, 93(11), 78-86. 

Article pre: Dawar N, Bagga C. A (2015). Better Way to Map Brand Strategy. Harvard Business Review. 93(6):90-97.  
3 03/23/17

Lecture: Promotion 

Article pre: Alber, L. (2014). The CEO of Williams-Sonoma on Blending Instinct with Analysis. Harvard Business Review, 92(9),41-44.

Article pre: Xueming, L., Wiles, M., & Raithel, S. (2013). Make the Most of a Polarizing Brand. Harvard Business Review, 91(11),29-31. 
4 03/31/17

Lecture: Advertising Media & Web Metrics

11:00 - 12:30

Guest speaker: Dr. Amata Ring, Senior Marketing Consultant Consumer Panel Services, Consumer Experiences, GfK
5 04/06/17

Article pre: Berman, B. (2016). Planning and implementing effective mobile marketing programs. Business Horizons, 59(4), 431.

Article pre: Davenport, T. H. (2013). Analytics 3.0. Harvard Business Review, 91(12), 64-72.

11:00 - 12:30 

Guest speaker: Martina Steinberger-Voracek
, Vice President RegionalSales and Country Steering Laundry & Home Care CEE, Henkel 
6 05/04/17

Excursion: Hofer Zentrallager Trumau

10:00 - 13:00

Address: Hoferstrasse 1, 2521 Trumau
7 05/11/17

project presentations 

peer rating 
8 05/18/17 exam
Last edited: 2017-02-02



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