BUSI 4201
Marketing Metrics
An overview of essential marketing metrics used for enhancing marketing decisions. The course consists of seven core modules: share metrics, margins and profits, pricing, product and portfolio management, sales force management, promotion profitability, and customer profitability.
Undated
Readings
- Farris, P.W., Bendle, N.T., Pfeifer, P.E., and Reibstein, D.J. (2021) Marketing Metrics: The Manager's Guide to Measuring Marketing Performance (Fourth edition). Pearson Education, Inc.
- eText ISBN-13: 978-0-13-671713-3; eText ISBN-10: 0-13-671713-6.
Prerequisites & course information
Prerequisite(s): BUSI 2018 (or BUSI 1005 ) and BUSI 2208 . Lecture three hours a week.