MBA Year 2 / IBM4 / IBM5

Academic Year: 2018 - 2019

Marketing Metrics (BS-BAT-719)

Semester A (August to December)

Dr. Jithesh Kumar K

jithesh@jgu.edu.in; +91 982 590 6678

INTRODUCTION TO THE COURSE

This course covers the essential tools and approaches to measure the effectiveness of marketing
expenditures which in turn will help marketing managers to achieve better return on marketing
investments. The course will equip the participants to quantify the value of products, customers,
distribution channels and the markets under various pricing and promotional scenarios, with a special
emphasis on the long-term and short-term targets. The link between the traditional marketing measures
and financial outcomes will also be explored thoroughly. Participants will gain expertise in what to
measure, how to measure and when to measure to capture the impact of marketing efforts, optimize the
resource allocation and to take required corrective measures.

COURSE OBJECTIVES

On successful completion of the course, participants will be:

Þ Having a high-level understanding on various marketing metrics.

Þ Capable of developing appropriate tools to assess the effectiveness of marketing efforts, including
return on marketing investments.
Þ Able to determine the drivers of customer acquisition and customer retention under various business
models and market situations.
Þ Able to design a set of metrics specific to an organization or industry and define data input sources
for those metrics.
LEARNING GOALS

In addition to the specific course related objectives, this course is designed to achieve the following
learning goals

1. Critical and Integrative thinking: Each student will be able to identify key evaluation points in any
process, analyze the situation through a data-oriented approach and come up with meaningful
metrics, which are potential enough to impact the ROI. This learning goal will be measured
through graded assignments.
2. Awareness of Global Issues: Students will be able to assess public issues like under-utilization or
wastage of depleting natural resources. They will be equipped to critically think and come up with
ways to evaluate the utilization efficiency of resources and optimization of such resources. The
analytical training on optimal utilization of resources will be reflected in daily life also.
3. Interpersonal Awareness and Working in Teams: Each student shall demonstrate an ability to
work effectively in a team, exhibiting behavior that reflects an understanding of the importance
of individual roles and tasks and the ability to manage conflicts in order to achieve the common
objective of the team. To enhance the ability to efficiently work in a team, group formation
process will be randomised.
4. Effective Presentation Skill: Each student shall be able to communicate verbally in an organized,
clear, persuasive manner and be a responsive listener. Attentiveness in the class room, class
participation and communication skills will be individually graded to inculcate these skills.

TEACHING METHOD

The course will have a judicious mix of conceptual lectures, in-class problem solving, computer-based
methodology practices and assignments. Here the onus of learning will be with the student and the
instructor will be a facilitator. Students will be asked to apply their class room learnings to real business
scenarios through business cases and problem sets.

TEAMS AND TEAM WORK

Groups will be formed for inducting the ability to contribute and excel in a diverse team. Team members
will be selected through a random process to ensure diversity within teams. Skills to work in a team will
be assessed through graded group assignments, where the grading will have components on group as well
as individual contribution. This will encourage participants to contribute responsibly for achieving a
common goal.

ATTENDANCE POLICY

Attendance to all the sessions is as per the university rules (minimum 75% excluding all leaves). The following
instances will also be treated as absence unless prior permission is taken

• Attending only part of the session, either entering or leaving during the break
• Arriving in class after the session is scheduled to begin
• Failing to display the name card

GRADING

The course grade will be determined on the basis of

Evaluation Item Weightage Nature Explanation

Written Assignments 30% Individual Three Assignments (10 marks each)
Group assignment 20% Group One Presentation (20 Marks)
Class Participation 10% Individual Class participation, punctuality and discipline
Class Quiz 10% Individual One in-class quiz
End Term 30% Individual In-class examination

WRITTEN ASSIGNMENT AND DELIVERABLES

Problem sets / cases will be provided with data set for each assignment. Participants are expected to
understand the decision problem, use appropriate methodology to quantify specific measures/metrics
through data modeling and analysis, interpret the results and deduct insights. Answers should be
submitted in MS Word document, accompanied with MS Excel working sheets as per the guidelines
provided with each assignment.

There will be three business caselets to solve as take-home assignments at around 4th, 7th and 10th session.
Submission deadline for each assignment will be communicated while releasing the assignment.

Students are not permitted to copy from any resources and there will be plagiarism checks in place.
Appropriate acknowledgements and citations should be provided for inputs from other sources. Please
note that the maximum permissible words will be 50 words in a sentence on continuous basis, even with
citation references.

All word documents should be in standard report formats with required headings to make for easy
reading. They should be as per the above guidelines and on a A4 paper with 1-inch default margin. Please
use the tables and appendices in the report, however, appendices and tables do not count towards the
page limit.
TEXT BOOK, COURSE PACKAGE AND OTHER READINGS

The required text books for the course are:

1. Farris, P., Bendle, N., Pfeifer, P., & R, D. (2015). Marketing Metrics: The Manager's Guide to
Measuring Marketing Performance (3 ed.). Pearson FT Press. (MMF)
2. Davis, J. A. (2013). Measuring Marketing: 110+ Key Metrics Every Marketer Needs (2 ed.). John
Wiley & Sons. (MMD)

Chapters from this book are assigned as required readings in the class schedule below. It will be assumed that
students have gone through the assigned readings before they attend the respective session. Cases and additional
reading materials will be provided through email/e-learning platform.

CLASS SCHEDULE (Session duration: 90 minutes)

Module I: Fundamentals of Marketing Effectiveness Measurement

Session No-1 Marketing Metrics: Opportunities, Performance, and Accountability
Learning objectives Developing Marketing Strategies: Setting Goals and Targets
Monitoring Strategy Implementation: What are we measuring and how?
Readings MMF Chapter 1; R1
Pedagogy Lecture & class discussion
Session No-2 Frameworks for Marketing Measures
Learning objectives Balanced Scorecard
Marketing Scorecard and Strategy Maps
Readings R2; R3
Pedagogy Lecture, research articles & class discussion
Module II: Corporate Finance Metrics
Session No-3 Measuring Operational, Tactical & Strategic Goals
Learning objectives Financial Metrics of Concern to the Accounts/Finance division
Value-to-Volume Ratio, Profits, Break-Even-Analysis
Metrics of Concern to the top management; ROI, ROMI, NPV, PEG, YPEG
Readings MMF Chapter 3; MMD Chapters 1-8
Pedagogy Lecture, group presentation, in-class exercises & class discussion.
Module III: Customer/Consumer Metrics
Session No-4 Traditional Marketing Metrics
Learning objectives Share of Hearts, Minds & Markets, Brand Metrics, BDI, CDI, Market penetration
Readings MMF Chapter 2; MMD Chapters 18-21
Pedagogy Lecture, group presentation, in-class exercises & class discussion
Session No-5 Customer Profitability/Value Metrics - I
Learning objectives Customer Lifetime Value, net sales contribution, segment profitability
Readings MMF Chapter 5; MMD Chapters 22-36
Pedagogy Lecture, group presentation, in-class exercises & class discussion
Session No-6 Customer Profitability/Value Metrics - II
Learning objectives Return on customer, retention, churn, customer brand value, customer equity
Readings MMF Chapter 5; MMD Chapters 22-36; R4
Pedagogy Lecture, group presentation, in-class exercises & class discussion
ASSIGNMENT Assignment – 1 (Graded, Take-home)
Module IV: Marketing Activities Metrics
Session No-7 Product & Portfolio Management Metrics
Learning objectives Usage, new product purchase rate, marketing cost per unit
Readings MMF Chapter 4; MMD Chapters 37-39
Pedagogy Lecture, group presentation, in-class exercises & class discussion
Session No-8 Sales Force & Channel Management Metrics
Learning objectives Net sales contribution, Absolute Index, Relative Index, Breakdown approach
Four factor model, close process and cross ratio
Readings MMF Chapter 6; MMD Chapters 89-113
Pedagogy Lecture, group presentation, in-class exercises & class discussion
QUIZ In-class quiz
Session No-9 Promotion Metrics
Learning objectives Recall, recognition, GRP, CPP and Advertising to sales
Readings MMF Chapter 8; MMD Chapters 46-56
Pedagogy Lecture, group presentation, in-class exercises & class discussion
ASSIGNMENT Assignment – 2 (Graded, Take-home)
Session No-10 Pricing Metrics
Learning objectives Pricing techniques, Mark-up cost, sales variance, markdown goods percentage
Readings MMF Chapter 7; MMD Chapters 40-45
Pedagogy Lecture, group presentation, in-class exercises & class discussion
Session No-11 Online/Digital/Social Media Metrics
Learning objectives Gross page impressions, activity ratio, click through rate, pay per lead
Readings MMF Chapter 9; MMD Chapters 62-72
Pedagogy Lecture, group presentation, in-class exercises & class discussion
ASSIGNMENT Assignment – 3 (Graded, Take-home)
 Module V: System of Metrics & Market Response Modeling
Session No-12 System of Metrics & Marketing Dashboards
Learning objectives Marketing Metrics vs. Financial Metrics
Creating and using marketing dashboards
Review Quiz 1, Assignments 1 & 2.
Readings MMF Chapter 12
Pedagogy Lecture, group presentation, in-class exercises & class discussion
Session No-13 Modeling Firm Performance
Learning objectives Modeling firm performance, Dupont model, Using system of identities
Linking metrics to financial performance
Review Quiz 1, Assignments 1 & 2.
Readings MMF Chapter 13
Pedagogy Lecture, group presentation, in-class exercises & class discussion
Session No-14 Linking Marketing Analytics & Metrics
Learning objectives Brief overview of Metrics & Analytics,
In-Class Exercise: Assignment – 3 discussion
Course wrap-up
Readings The Definitive Guide to Marketing Metrics & Analytics (Marketo)
Pedagogy Lecture, in-class exercise & class discussion
Module VI: Consumer Panel - Marketing Analytics & Metrics
Session No-15 Overview of Marketing Analytics & Metrics in Consumer Panel analysis
Learning objectives Volume per buyer, value per buyer, brand metrics, Profile Analysis, Brand Loyalty
Interaction index, trial-repeat, basket/cross-basken.

Readings Charan, Ashok (2017), “Consumer Panels” in Marketing Analytics

Pedagogy Lecture, in-class exercise & class discussion

Additional Readings:

R1. Barwise, Patrick, and John U. Farley. (2003). “Which Marketing Metrics Are Used and Where?”
Marketing Science Institute, (03-111), working paper, Series issues two 03-002.

R2. Debra Zahay, Abbie Griffin, (2010) "Marketing strategy selection, marketing metrics, and firm
performance", Journal of Business & Industrial Marketing, Vol. 25 Issue: 2, pp.84-93.

R3. Kaplan, R. S., and D. P. Norton. (1996). The Balanced Scorecard: Translating Strategy into Action,
Boston, MA: Harvard Business School Press.
R4. Li Ling-yee, (2011) “Marketing metrics' usage: Its predictors and implications for customer relationship
management”, Industrial Marketing Management, Volume 40, Issue 1, Pages 139-148.

R5. Faridyahyaie, Reza. (2012). IDENTIFYING MARKETING EFFECTIVENESS METRICS (Case study: East
Azerbaijan`s industrial units). Poslovna izvrsnost (Business Excellence) 1846-3355. 6. 47.

R6. Gaskill, Adam, and Hume Winzar. "Marketing metrics that contribute to marketing accountability in the
technology sector." SAGE Open 3.3 (2013): 2158244013501332.