156762

Return on Marketing Investment

The development of computer skills for the empirical analysis of the return of marketing investments on sales and profits, for the purpose of supporting marketing decision making. The coverage includes a wide variety of econometric methods, statistical programming approaches, types of marketing investments, and the reporting of the results.

Course code

Qualifications are made up of courses. Some universities call these papers. Each course is numbered using six digits.

156762

Level

The fourth number of the course code shows the level of the course. For example, in course 219206, the fourth number is a 2, so it is a 200-level course (usually studied in the second year of full-time study).

700-level

Credits

Each course is worth a number of credits. You combine courses (credits) to meet the total number of credits needed for your qualification.

30

Subject

Marketing

Course planning information

Course notes

Analysis in this course is supported primarily by SAS software.

Students must achieve a minima of 40% in the final examination and 50% across all assessments to pass the course.

General progression requirements

You may enrol in a postgraduate course (that is a 700-, 800- or 900-level course) if you meet the prerequisites for that course and have been admitted to a qualification which lists the course in its schedule.

Learning outcomes

What you will learn. Knowledge, skills and attitudes you’ll be able to show as a result of successfully finishing this course.

  • 1 Explain the relevance of measuring the return on marketing investments.
  • 2 Identify and select appropriate types of marketing data used for calculating the return on marketing investments.
  • 3 Specify, estimate, and validate econometric models to measure the effects of marketing activities on sales and profits.
  • 4 Report on the empirical analysis of marketing data to measure the effectiveness of marketing activities.

Learning outcomes can change before the start of the semester you are studying the course in.

Assessments

Assessment Learning outcomes assessed Weighting
Written Assignment 1 2 10%
Written Assignment 3 4 20%
Written Assignment 3 4 30%
Exam College/GRS-based (not centrally scheduled) 1 2 3 4 40%

Assessment weightings can change up to the start of the semester the course is delivered in.

You may need to take more assessments depending on where, how, and when you choose to take this course.

Explanation of assessment types

Computer programmes
Computer animation and screening, design, programming, models and other computer work.
Creative compositions
Animations, films, models, textiles, websites, and other compositions.
Exam College or GRS-based (not centrally scheduled)
An exam scheduled by a college or the Graduate Research School (GRS). The exam could be online, oral, field, practical skills, written exams or another format.
Exam (centrally scheduled)
An exam scheduled by Assessment Services (centrally) – you’ll usually be told when and where the exam is through the student portal.
Oral or performance or presentation
Debates, demonstrations, exhibitions, interviews, oral proposals, role play, speech and other performances or presentations.
Participation
You may be assessed on your participation in activities such as online fora, laboratories, debates, tutorials, exercises, seminars, and so on.
Portfolio
Creative, learning, online, narrative, photographic, written, and other portfolios.
Practical or placement
Field trips, field work, placements, seminars, workshops, voluntary work, and other activities.
Simulation
Technology-based or experience-based simulations.
Test
Laboratory, online, multi-choice, short answer, spoken, and other tests – arranged by the school.
Written assignment
Essays, group or individual projects, proposals, reports, reviews, writing exercises, and other written assignments.

Textbooks needed

Textbooks can change. We recommend you wait until at least seven weeks before the semester starts to buy your textbooks.

Compulsory

MODELING MARKETS: ANALYZING MARKETING PHENOMENA AND IMPROVING MARKETING DECISION MAKING

Author
LEEFLANG, P.S.H., WIERINGA, J.E., BIJMOLT, T.H.A., PAUWELS, K.H.
ISBN
9781493920853
Edition
2015
Publisher
Springer-Verlag New York Inc

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