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. Dr. Kübler is Assistant Professor of Marketing at Ozyegin University Istanbul. His research focuses on corporate communication, crisis communication, new media and app marketing. Before pursuing his academic career Prof. Dr. Kübler worked for several years for leading German advertising agencies like TBWA and Zum Goldenen Hirschen. Beside his academic work, he is consulting advertising agencies and international companies like Rausch AG, TetraPak or OD Yachting in marketing and communication questions. Prof. Dr. Kübler’s work has been awarded several times as top contribution by the European Marketing Academy. His work has been published in international marketing journals such Business Research BuR and Marketing Journal for Research and Management.