Syllabus
Registration via LPIS
Day | Date | Time | Room |
---|---|---|---|
Thursday | 03/09/17 | 01:00 PM - 04:00 PM | D2.0.392 |
Thursday | 03/16/17 | 01:00 PM - 04:00 PM | D2.0.392 |
Thursday | 03/23/17 | 01:00 PM - 04:00 PM | D2.0.392 |
Friday | 03/31/17 | 01:00 PM - 04:00 PM | D2.0.392 |
Thursday | 04/06/17 | 01:00 PM - 04:00 PM | D2.0.392 |
Thursday | 05/04/17 | 09:00 AM - 12:30 PM | Extern |
Thursday | 05/11/17 | 01:00 PM - 04:00 PM | D2.0.392 |
Thursday | 05/18/17 | 11:00 AM - 01:00 PM | TC.2.02 |
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.
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
20% article presentation
25% project presentation
10% participation
10% peer rating
35% exam
Back