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This course aims to help students gain a better understanding of measuring marketing performance, increasing return on investment (ROI), and achieving higher profits. It covers various aspects such as brand equity, social media and email performance, and rich media interaction. The course explores the measurement of sponsorships, connects marketing with financial metrics, provides insights for C-suite decision-makers, and introduces better ways to measure omnichannel marketing activities. Additionally, it includes a section on accountability and standardization in marketing measurement, presenting the advantages, disadvantages, and practical guidance for the covered techniques. Students will also learn how to measure promotions, advertising, distribution, customer perceptions, competitor power, margins, pricing, product portfolios, and salesforces. The course focuses on effectively utilizing web, online, social, and mobile metrics, and building models for optimized planning and decision-making. It delves into attributing purchase decisions in the presence of multiple channels and understanding the relationship between search and distribution, while incorporating new online distribution metrics. Lastly, the course concludes by evaluating marketing's impact on a publicly traded firm's financial objectives, regardless of one's specific marketing role.
A Windows-based PC that meets the requirements outlined on the following web page:
https://www.ciat.edu/student-resources/system-requirements/
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California Institute of Applied Technology has shared ownership and management of two distinct institutions. California Institute of Applied Technology located in California, and California Institute of Applied Technology located in New Mexico.
GI Bill® is a registered trademark of the U.S. Department of Veterans Affairs (VA). More information about education benefits offered by VA is available at the official U.S. government website at https://www.benefits.va.gov/gibill. CIAT is approved to offer VA benefits. *Financial aid is available for those who qualify. *Students are encouraged to take certification exams while actively enrolled in their Certificate or Degree program. Unlimited certification exam attempts expire 180 days after graduation. Select exams are not eligible for unlimited retakes - see certification exam policy for details. Certifications or courses may change to address industry trends or improve quality
