Marketing effectiveness and efficiency control

Aims of the course

- To upgrade basic marketing knowledge
- To develop skills for implementation of the final, very important and often neglected phase in process of marketing planing and management
- To provide adequate tools for students, for objective assessment of marketing strategies and programs and achievement of marketing goals
- To develop competences for evaluation whether potential marketing problems are caused by inappropriate strategies or their poor execution
- To emphasize the role of non-financial indicators for control of marketing effectiveness





Course syllabus

1. Four types of marketing control
2. The marketing audit
3. Sales analysis
4. Market share analysis
5. Profitability control (by product, customer, territory, trade channels, etc.)
6. Customer portfolio analysis
7. Customer satisfaction tracking
8. Efficiency control of
8.1. Salesforce
8.2. Advertising
8.3. Sales promotion
8.4. Distribution
9. Controlling brand equity and brand value

Course director(s)

No description

 
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