Location

Community Services & Continuing Education - Alexandria

Objectives

• This module examines the role of marketing metrics and establishes how an understanding of a range of measurement techniques can enable organisations to achieve marketing insights and strategic decision making. It provides an appreciation of how these techniques, aligned to business objectives, can establish and determine marketing effectiveness. It outlines the value of using appropriate data sources to enable analysis, and of employing appropriate analytics tools and techniques to ensure effective marketing decision making.

Outcomes

• Marketers are presented with many complex choices in the context of a future that is inherently uncertain. This will enable you to take a strategic approach to planning that achieves a sustainable competitive advantage.• Marketers need to be able to selectively analyse data for insight, and undertake effective decision making in relation to the utilisation of marketing resources. This looks at the increasing volume and range of data, innovative methods of analysis and new measures of marketing effectiveness.• Fast-moving environments can present significant challenges and opportunities to the marketer and the organisation. This will enable you to take a visionary approach and embed innovation through the lens of entrepreneurial marketing.• Digital marketing has evolved from a set of tactical actions into a significant element of strategy. This provides insight and in-depth consideration into how organisations can implement digital marketing capabilities into strategic marketing p

Course Contents

CIM-MASTERING METRICS MODULE STRUCTUREThree units with two learning outcomes each. Each learning outcome will be covered by the related assessment criteria (weighting indicated in brackets). By the end of this module you should be able to:Unit 1: Metrics and analytics• Understand the role of marketing metrics (15%).• Understand the significance of different measurement techniques across a range of market contexts (10%).Unit 2: Measuring effectiveness• Know the relevant measures of marketing performance (15%).• Apply marketing metrics to establish the effectiveness of marketing activities (20%).Unit 3: Analytics for decision making• Understand appropriate sources data analysis (15%).• Utilise various analytics tools and techniques for marketing insight and strategic decision making (25%).