Marketing Performance Measurement And Management

Course Description This course involves an integrated analysis of the role of marketing within the total organization. Specific attention is given to the analysis of factors affecting consumer behavior, the identification of marketing variables, the development and use of marketing strategies, and the discussion of international marketing issues. Policies Faculty and students/learners will be held responsible for understanding and adhering to all policies contained within the following two documents:   University policies: You must be

1. A brief overview of your company’s Marketing Plan, including marketing objectives and performance targets to staff.

Brown, T. (2014). Basic Marketing Research, 8e, 8th Edition. [VitalSource Bookshelf version]. Retrieved from http://online.vitalsource.com/books/9781305178571/page/24

Kotler, P., & Keller, K. (2012). Marketing Management (14th ed., pp. 517-518). Essex, London: Prentice Hall.

Kotler, P., & Keller, K. L. (2011). Marketing Management (14th ed.). Upper Saddle River, NY:

Hyman, M. R., & Sierra, J.J. (2010). Marketing research kit for dummies. Wiley Publishing, Inc.

Maytag formed a cross-functional new product development team to quickly focus the effort. It screened various product ideas and strategies on criteria such as potential for superior customer value, initial costs, long-term growth, social responsibility, and profitability. Using nearly 40 pieces of consumer research, the team refined what the strategy might be and what it would cost. Marketers today have better marketing metrics for measuring the performance of marketing plans. They can use four tools to check on plan performance: sales analysis, market share analysis, marketing expense-to-sales analyss, and financial analysis. Sales analysis consists of measuring and evaluating actual sales in relation to goals. Market share can be measured in three ways. Overal market share is the company's sales expressed as a percentage of total market sales. Served market share is its sales expressed as a percentage of the total sales to its served market. Its served market is all the buyers who are able and willing to buy its product. And relative market share can be expressed as market share in relation to its largest competitor. Annual plan control requires making

3. Eddy's Ice Cream developed a line of whole fruit sorbets targeted at people who are loyal Eddy's consumers, but dislike all the fat and calories in

● functional efficiency and internal interface ● marketing information and planning and control ● marketing productivity

Kotler, P., & Keller, K. L. (2011). Marketing Management (14th ed.). Upper Saddle River, NJ: Prentice Hall.

At the beginning of The Balanced Scorecard, a book on the new generation of performance metrics, authors-Dr. Robert Kaplan and Dr. David Norton present an analogy to drive home their case. They ask you to imagine entering an airline jet cockpit, and in front of the pilot, you see just one gauge.

Company’s marketing objectives: to increase the sales to $ 10 million and improve the brand image by 5 %.

Armstrong, G., Kotler, P., Trifts, V., & Buchwitz, L. A. (2011). Marketing: an introduction (4th ed., canadian ed.). Boston, Mass.: Pearson.

BSBMKG608A: Develop organisational marketing objectives Description This unit describes the performance outcomes, skills and knowledge required to conduct a strategic analysis to develop organisational marketing objectives. This involves reviewing the organisation 's internal and external environments, evaluating past and current marketing performance, and exploring and evaluating new marketing opportunities. No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement. Employability Skills This unit contains employability skills. Application Of Unit This unit applies to senior marketing professionals who are responsible for providing strategic direction to the marketing function of an

     Despite the fact that the unemployment rate is at the national average of 5.4% (as of Feb. 2005), there seems to be a negative stigma about Rochester. Upon taking a