Calculating Your Marketing ROI

Marketing metrics offers managers the tools and frameworks to measure the effectiveness of marketing programs at building brand equity and enhancing shareholder/stakeholder value by continually rationalizing marketing strategy and decision making. Marketing metrics will provide that elusive link between corporate marketing strategy and financial performance to ensure organization wide support for sustained capital and human resource investment in brand building. As companies become more competitive and various new communication channels emerge, the ability to measure marketing performance is crucial to the success of today's marketing manager, the ultimate measure of which is sustained and consistent growth in shareholder returns.

Marketing Research
March 7, 8, 10, 14, & 15

Marketing Forum
June 16

After the course, you will:
1. Understand the value of marketing metrics;
2. Be able to select, calculate, and explain business metrics relevant to specific top level or strategic business decisions;
3. Inform business judgment and facilitate decision-making in marketing activities;
4.  Foster accountability in marketing spend; and
5. Evaluate effectiveness of marketing strategies and tactics towards building sustainable brand equity.

• Marketing and sales professionals as well as entrepreneurs who want a better understanding of how to market products in a more accurate, insightful, creative and systematic manner;
• Middle management professionals preparing for general management positions.

Part 1
A Tale of Two Brands
Marketing X-ray
Marketing Math as a Jumping Board to
Marketing Metrics
-    Contribution margin
-    Break-even analysis
-    Fixed cost vs. variable cost
-    Market share

Group Exercise

Part 2
Customer Profit
Customer Lifetime and Asset Value
Return on Marketing Investment
Sales Force Effectiveness
Discussion

Part 3
Multi-Attribute Model
Cannibalization Rate for New Products
Economic Value to Customer
Discussion

Part 4
Brand Equity
Case Review, Group Presentations, Final Discussion