MARKETING STRATEGY AND PERFORMANCE MEASUREMENT (4 SCU)

Learning Outcomes:

Upon completion of this module students will be able to identify marketing metrics that will enable managers to apply the right metrics at the right time. Moreover, the students are expected to be able to apply and understand the relevance of these metrics in the context of real world business/organizations.

Topics:

This subject will enable students to learn how to develop and interpret company/marketing performance metrics. In addition to that, this subject will cover topics such as marketing plan and strategy development, integration of marketing strategy and overall organizational objectives, consistency of the marketing strategy with the systems and the organizational structures, as well as required organizational changes associated with the strategy.

Pre-requisite(s): None