Measuring Marketing Effectiveness

About

In the current fast-changing Business environment, marketing accountability is of great importance. Information is everywhere, and measuring marketing performance is a key principle of marketing strategies and campaigns. The course focuses on the key marketing metrics, providing students with the knowledge and skills to manage business marketing performance. The course is based on qualitative methods; no statistics or other quantitative approaches are examined.
This course includes a field trip in the city centre of Nantes to see research in action and real-life applications of the concepts and topics discussed in class.

Course leader

Konstantia Litsiou, visiting professor from The Manchester Metropolitan University (United Kingdom).

Target group

Undergraduate / Graduate students. Young professionals welcome.

Course aim

After taking the course, students will be able to:
• Understand the importance of measuring marketing effectiveness.
• Analyse and assess customer behaviour.
• Apply various metrics to assess marketing performance.
• Measure the success of a marketing campaign.

Fee info

Tuition fees include participation to courses and exams, as well as access to Audencia premises and online resources. Travel, accommodation and living expenses are not included in tuition.