Marketing Metrics and Social Impact Measurement
Description
The course addresses three main types of performance metrics that should concern any market-oriented organization. First, traditional performance metrics, which estimate the competitive effects of marketing strategy and tactics. Second, economic and financial marketing metrics, whose relevance has dramatically augmented over time due to a financial orientation of marketing that consists in reinterpreting marketing costs in terms of marketing investments (thus, subject to return measurement). Third, societal performances, which address the impact of marketing on individual and collective well-being (i.e. the social relevance of both marketing strategies and tactics).
People
Course director
Assistant
Additional information
Semester
Spring
Academic year
2019-2020
ECTS
6
Language
English
Education
Master of Science in Communication and Economics in Marketing and Transformative Economy, Core course, Core Course, 1st year
Master of Science in Communication in Communication, Management & Health, Core course, Core Course, 1st year
Master of Science in Communication in Communication, Management & Health, Core course, Core Course, 1st year