MMM147: Measuring Marketing Performance

Module code: MMM147

Module provider: Marketing and Reputation; Henley Business School

Credits: 20

Level: Postgraduate Masters

When you'll be taught: Semester 1

Module convenor: Dr Irute Karanicholas, email: i.karanicholas@henley.ac.uk

Pre-requisite module(s):

Co-requisite module(s):

Pre-requisite or Co-requisite module(s):

Module(s) excluded:

Placement information: NA

Academic year: 2024/5

Available to visiting students: Yes

Talis reading list: Yes

Last updated: 28 May 2024

Overview

Module aims and purpose

The pressure to measure marketing performance is all time high, reported by a number of practitioner and academic sources. The more senior roles in marketing, such as Marketing Manager, Marketing Director and CMO, would in one way or another require measuring marketing performance. Yet marketers are struggling to justify their value for a number of reasons.

Measuring marketing performance has in fact been a daunting task to both practitioners and academics alike and remains so still. More efforts are needed to tackle this problem and prepare for careers in marketing.

This module provides the essentials of what someone in a role of a marketing manager or similar needs to know and, importantly, be able to do, about measuring marketing performance.

Aims:
The module aims to develop financial acumen with specific reference to the three main financial statements and key financial ratios, to enable a critical and more quantitative approach to marketing. This module also intends to increase confidence in measuring marketing performance, in order to become an ever more valuable member of an organisation. 

Module learning outcomes

By the end of the module, it is expected that students will be able to:

1. Appraise a variety of marketing metrics, both traditional and digital 
2. Measure marketing performance 
3. Critically assess marketing results and be able to act upon them 
4. Evaluate the three financial statements (profit and loss, a balance sheet and a cash flow statement)

Additional outcomes:
The module is an opportunity for students to develop broader range of work-based skills, such as:

• Working with uncertainty
• Responding positively to a challenge
• Building resilience
• Strengthening communication
• Presenting and visualising information effectively.

Module content

Topics (subject to change):

• Challenges and trends in measuring marketing performance
• Understanding business financials: the three major financial statements:
  • The Balance Sheet (Statement of Financial Position)
  • The Income Statement (Profit or Loss Statement)
  • The Cash Flow Statement
• Marketing planning and budgeting
• Marketing metrics, including traditional and digital
• Measuring return on marketing
• Calculating marketing costs
• Marketing dashboard
• And may include any other relevant topics on measuring marketing performance

Structure

Teaching and learning methods

Variety of teaching and learning methods shall be used, these include but are not limited to: lectures, tutorials, workshop(s), work based assignments, feedback in class and outside the class.

Study hours

At least 28 hours of scheduled teaching and learning activities will be delivered in person, with the remaining hours for scheduled and self-scheduled teaching and learning activities delivered either in person or online. You will receive further details about how these hours will be delivered before the start of the module.

Please note the independent study hours above are notional numbers of hours; each student will approach studying in different ways. We would advise you to reflect on your learning and the number of hours you are allocating to these tasks.

Semester 1 The hours in this column may include hours during the Christmas holiday period.

Semester 2 The hours in this column may include hours during the Easter holiday period.

Summer The hours in this column will take place during the summer holidays and may be at the start and/or end of the module.

Assessment

Requirements for a pass

Students need to achieve an overall module mark of 50% to pass this module.

Summative assessment

Penalties for late submission of summative assessment

The Support Centres will apply the following penalties for work submitted late:

Assessments with numerical marks

• where the piece of work is submitted after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for that piece of work will be deducted from the mark for each working day (or part thereof) following the deadline up to a total of three working days;
• the mark awarded due to the imposition of the penalty shall not fall below the threshold pass mark, namely 40% in the case of modules at Levels 4-6 (i.e. undergraduate modules for Parts 1-3) and 50% in the case of Level 7 modules offered as part of an Integrated Masters or taught postgraduate degree programme;
• where the piece of work is awarded a mark below the threshold pass mark prior to any penalty being imposed, and is submitted up to three working days after the original deadline (or any formally agreed extension to the deadline), no penalty shall be imposed;
• where the piece of work is submitted more than three working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

Assessments marked Pass/Fail

• where the piece of work is submitted within three working days of the deadline (or any formally agreed extension of the deadline): no penalty will be applied;
• where the piece of work is submitted more than three working days after the original deadline (or any formally agreed extension of the deadline): a grade of Fail will be awarded.

The University policy statement on penalties for late submission can be found at: https://www.reading.ac.uk/cqsd/-/media/project/functions/cqsd/documents/qap/penaltiesforlatesubmission.pdf

You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.

Formative assessment

Formative assessment is any task or activity which creates feedback (or feedforward) for you about your learning, but which does not contribute towards your overall module mark.

There will be opportunities for formative assessments during lectures and tutorials in particular, e.g., you will receive formative feedback for your return on marketing calculations during tutorials, to help support preparation of your practical skills assessment.

Reassessment

Additional costs