Measuring marketing effectivenes
select and focus on a company of your choice. Acting as a marketing consultant, your task is therefore:1) you are expected to identify ten (10) key marketing metrics for the company and critically discuss those metrics, bringing up both their value and potential shortcomings from the perspective of the company of your choice; 2) you are expected to provide an assessment of effectiveness for the company’s marketing strategy and/or selected marketing activities; and 3) based on your findings, you are expected to explain how well the company is doing at the moment and how its marketing strategy/activities could become more effective and competitive. Here, you should also briefly discuss a dashboard of marketing metrics you would recommend for the company to use when going forward to assess the success of the business.
This assignment tests your knowledge and application of marketing metrics; please make sure you review key text books, such as Bendle et al. (2015) Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance (or earlier editions of the same book). You are also strongly recommended to look up and refer to relevant articles both from academic journals (such as Journal of Marketing) and from management press
You are expected to write a report that presents a marketing performance assessment and analysis for relevant marketing metrics for your selected company.