Broaden your understanding of how businesses use marketing to target customers. Examine marketing performance data. Unpack image and brand. Know how to consider the organisation, its customers and the marketing environment when conducting business research.
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Students who successfully complete this subject will be able to:
Demonstrate coherent and advanced knowledge of the relevance of a range of theories to marketing functions and activities
Apply problem solving, design and decision making methodologies to identify and provide innovative solutions to complex problems faced by marketing managers with regard to achieving customer understanding
Apply knowledge of research principles and methods to plan and execute a piece of research to assist managerial decision making in the contemporary business world
Apply knowledge of marketing performance analysis tools analytical approaches to a variety of complex problems to provide innovative solutions to develop effective marketing strategies
Communicate proficiently in professional practice to a variety of audiences and function as an effective member or leader of a diverse team.
Marketing Performance Analysis introduces students to a range of evolving marketing concepts and activities and explains the customer centric essence of modern day marketing practise. Through practical examples and case studies the subject provides insight to the techniques that businesses use to gain this customer focus. Students are introduced to the three pillars of strategic business research, namely understanding the organisation, understanding customers, and understanding the marketing environment (including the competition). Practical insights are given into the range of approaches used to inform marketing strategy and to design elements of the marketing mix. Rather than just focusing on methodological considerations, the subject provides training in both the application and interpretation of actual data generated from the most popular areas of contemporary business research, namely segmentation, brand health tracking, service quality and customer satisfaction, employee satisfaction and internal audits, retail audits and other research activities that support the marketing mix.