Marketing Indicators 2600-MSMdz2zmWM
1.Marketing gross margin - introduction
• How to measure success in marketing – examples
• Determining the gross marketing margin (NMC) – product and customer dimensions
• Marketing profitability and productivity
• Impact of operational effects on NMC
• NMC's contribution to strategic outcomes
• Marketing analytics
2. Market demand
• Market demand – quantitative and valuable
• The level of market development
3. Market share
• Market share calculation – different types
• Case study – Smartphone market in the world
• Market share tree: brand awareness, brand preference, brand purchase intention, brand accessibility
• Model 5A
• Customer conversion
• Market share chain
• Customer satisfaction and loyalty
4. Unit gross margin
• Determining the level of competitive advantage
• The advantage of differentiating the offer
• Cost advantage
• Distribution – bargaining position and channel structure
5. Marketing expenses
• Changes in cost structure
• What costs constitute marketing expenses
• Level of marketing support
• Media indicators
• Marketing Technology Expenditures
6. Customer lifetime value
• Customer lifetime value – a simple approach
Analysis of the elements that create customer lifetime value
Type of course
Mode
Learning outcomes
Student after completing the course:
In terms of knowledge:
● Knows and understands terminology regarding marketing indicators and theoretical models in the field of marketing analytics (K_W01)
● Knows and understands at an advanced level the principles, procedures and practices of financial analysis regarding: constructing a marketing budget and investing it in the organization's marketing activities (K_W02).
● Knows and understands at an advanced level the principles and procedures relating to marketing investment and business efficiency of the enterprise. Identifies relationships with various entities operating in the competitive environment (K_W02).
● Knows and understands technological, social, political, legal, economic and ecological processes and phenomena and their impact on the functioning of the organization, in particular in relation to marketing activities (K_W05)
● Knows and understands the basic principles of creating and developing various forms of entrepreneurship based on marketing indicators (K_W06)
In terms of skills:
● Is able to use marketing indicators and marketing theory to recognize, diagnose and solve problems related to the functioning of the organization on the market (K _U01)
● Is able to correctly interpret technological, social, political, legal, economic and ecological processes and phenomena and their impact on the functioning of the organization (K_U02)
● Is able to independently and collectively prepare analyses, diagnoses and reports on the functioning of the organization and sector and present them communicatively, using IT and communication tools (K_U03)
● Is able to plan and organize own and team work (K_U05)
● Has the ability to self-educate and improve acquired qualifications (K_U06)
In terms of attitudes:
● Is ready to assess and critically approach situations and phenomena related to the functioning of the organization on the market (K_K01)
● Is ready to think and act in an entrepreneurial way (K_K02)
● Is ready to comply with ethical standards related to marketing activities (K_K03)
Assessment criteria
Learning outcomes will be verified on an ongoing basis by means of tasks performed by participants during the exercises and finally by passing the exercises (test) and the exam.
60% => Colloquium : closed and open questions - online form, tasks - offline form)
40%=>Project (work in groups of max. 3 people)
In total, you will be able to earn 100 points during the classes, the number of which will determine the final grade:
0-50 points – grade 2
51-60 points – grade 3
61-70 points – rating 3.5
71-80 points – grade 4
81-90 points – rating 4.5
91-100 points – grade 5
Bibliography
Basic item:
Karasiewicz G. (2007). "Measuring the effectiveness of marketing strategies", Management Problems, Vol. 16, No. 2.
Bendle, N. T., Farris, P. W., Pfeifer, P. E., Reibestein , D. J. (2016). Marketing Metrics, Upper Saddle River: Pearson.
Literature supplementary :
Kozielski R. (ed.) (2006). Marketing indicator, Oficyna Ekonomiczna, Kraków.
Bendle, N. T., Farris, P. W., Pfeifer, P. E., Reibestein , D. J. (2016). Marketing Metrics, Upper Saddle River: Pearson.
Best, R. (2013). Market-Based Management. Strategies for Growing Customer Value and Profitability, Upper Saddle River: Pearson.
Jeffery , M. (2015). Analytical marketing. Fifteen indicators that every marketer should know : Wydawnictwo Helion SA
Mazurek G. (ed) (2018). E-marketing, Poltext Publishing House , Warsaw
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: