MMM147-Measuring Marketing Performance

Module Provider: Marketing and Reputation
Number of credits: 20 [10 ECTS credits]
Terms in which taught: Autumn term module
Non-modular pre-requisites:
Modules excluded:
Current from: 2019/0

Module Convenor: Dr Irute Karanicholas


Type of module:

Summary module description:

The pressure to measure marketing performance is as high as never before, reported by a number of practitioner and academic sources. The more senior roles in marketing, such as Marketing Manager, Marketing Director and CMO, would in one way or another require to deal with measuring marketing performance. Yet marketers are struggling to justify their value for a number of reasons.  

Measuring marketing performance has in fact been a daunting task to both practitioners and academics alike and remains so still. More efforts are needed to tackle this problem and prepare for the jobs in marketing. 

This module provides the essentials of what someone in a role of a marketing manager or similar needs to know and, importantly, be able to do, about measuring marketing performance. 


The module aims to develop financial acumen with specific reference to the three main financial statements and key financial ratios, to enable a critical and more quantitative approach to marketing. This module also intends to increase confidence in measuring marketing performance, in order to become an ever more valuable member of an organisation. 

Assessable learning outcomes:

  1. Understand the importance of measuring marketing performance at organisations and the implications of not doing so  

  2. Discuss challenges in measuring marketing performance, focusing on return and costs  

  3. Discuss various marketing metrics, both traditional and digital 

  4. Measure efficiency and effectiveness of marketing activities 

  5. Measure marketing performance while integrating both traditional and digital marketing activities  

  6. Allocate marketing budget across marketing channels and activities effectively 

  7. Critically assess marketing results and be able to act upon them 

  8. Develop ability to justify marketing value

  9. Analyse and evaluate financial statements (profit or loss, a balance sheet and a cash flow statement)

Additional outcomes:

The module is an opportunity for students to develop broader range of work-based skills. 

Outline content:

Brief description of teaching and learning methods:

Variety of teaching and learning methods shall be used, these include but are not limited to: lectures, tutorials, workshop(s), work based assignments, feedback in class and outside the class.

Contact hours:
  Autumn Spring Summer
Lectures 20
Tutorials 3
Guided independent study:      
    Wider reading (independent) 40
    Wider reading (directed) 31
    Advance preparation for classes 40
    Preparation for seminars 6
    Preparation of practical report 50
    Reflection 10
Total hours by term 200 0 0
Total hours for module 200

Summative Assessment Methods:
Method Percentage
Written assignment including essay 50
Practical skills assessment 50

Summative assessment- Examinations:

Not applicable.  

Summative assessment- Coursework and in-class tests:

Individual work-based assessment equivalent of 2,500 words by week 7-8 of the term  

Individual written assignment equivalent of 2,500 by week 10 of the term 

Formative assessment methods:

There shall be an opportunity for a formative assessment(s) to help improve student performance. More details to follow during the term. 

Penalties for late submission:
Penalties for late submission on this module are in accordance with the University policy. Please refer to page 5 of the Postgraduate Guide to Assessment for further information:

Assessment requirements for a pass:

A minimum mark of 50% 

Reassessment arrangements:

By individual project only.

Additional Costs (specified where applicable):

Last updated: 6 December 2019


Things to do now