Marketing Metrics and Social Impact Measurement

Businesses are more and more under the scrutiny of markets and communities, from different value perspectives. Therefore, managers are called to analyse business performances in a broad sense. The course addresses three types of performances that should concern any market-oriented organization. First, traditional metrics allow to assess the financial effects of business strategy and operations. Second, marketing metrics enable managers to evaluate the return of marketing strategy and initiatives. Finally, sustainability reporting discloses the impact of a business on collective well-being, in terms of both environmental and social value. The course sheds light on the managerial relationships between the different performance dimensions.