In recent years, data-based marketing and trade-marketing has swept through the business world. Generating insights through big data is the name of the game. 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.

By the end of this module, students should

- understand the scope of marketing metrics in a consumer goods context

- be able to judge the effectiveness of marketing strategies

- be familiar with essential metrics in retailing and key account management

- apply marketing and sales knowledge in practical problem solving

- be able to transfer theoretical insights to concrete fields of application

- be able to concisely present a practical marketing project

80% presence in lectures is mandatory

This course blends lectures with discussions on business cases, a real-life case study and group presentations.

50% group project and presentation

30% exam: individual report

20% homework

by appointment: christina.holweg@wu.ac.at