Detailed course description
Both marketers and chief executives are increasingly focusing on measuring return on marketing investment (ROMI) and the knowledge about return on marketing investment is becoming more and more crucial. Thus marketing managers need tools to determine the impact of marketing activities on the bottom line.
In a world of media fragmentation and multi-channel management this has become a more and more difficult task. This course will provide you with the necessary tools and techniques to measure return on marketing investment. It will enable you to assess marketing accountability and effectiveness, to calculate ROMI for product, price, channel and promotion actions, propose and defend marketing budget (re)allocations, to integrate leading performance indicators into marketing dashboards. This course will provide you with the necessary tools and techniques to measure return on marketing investment.
The goal of this course is to make you familiar with the methods and frameworks for:
- Measuring and evaluating return on marketing investment.
- Communicate these insights effectively through relevant metrics and dashboards.
- Taking decision to improve marketing effectiveness.
Prof. Pauwels is Professor of Marketing at Ozyegin University, Istanbul, where he teaches and researches return on marketing investment. He has received many notable awards. Prof. Pauwels publications appeared in various leading journals such as Harvard Business Review, Journal of Advertising Research, Journal of Marketing, Journal of Marketing Research, and more. He is on the advisory board of AIMark, MarketingNPV, Marketing Productivity Group, and MarketShare Partners. He is an Associate Editor at the International Journal of Research in Marketing and serves on the editorial boards of Journal of Marketing, Journal of Marketing Research and Marketing Science.