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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)F.HERBST
Intervenant(s)Frederick HERBST

Pré requis

Students taking this course must be familiar with the basic marketing terms and techniques. Students should, at least, have a basic understanding of marketing on all levels.

Objectifs du cours

This course aims to develop your knowledge and understanding of marketing metrics fundamentals, as well as to develop insight into the important responsibility of the marketing function in today’s dynamic business environment. The overall purpose is to equip you to plan, implement and evaluate marketing performance in a responsible manner and to select the most applicable marketing metric to provide evidence of marketing’s contribution to the bottom-line of your organisation.

At the end of the course, the students should be able to:
• Recognise the importance of marketing to participate on all levels in the organisation, from functional to strategic level.
• Integrate marketing and financial principles into an effective process for guiding marketing decisions and priorities that help to maximise the return on marketing investment.
• Determine how marketing return on investment measures and analyses bring critical insight into the effectiveness and value of campaigns.
• Simplify the use of marketing return on investment in the strategic and tactical planning process.

Contenu du cours

An E-book will be used as a recommended source and the topics will be based on a bundle of articles. The following themes will be covered:
Theme 1: Introduction and the role of marketing
Theme 2: From control to metrics
Theme 3: Customer equity
Theme 4: Value equity as a driver of customer equity
Theme 5: Brand equity as driver of customer equity
Theme 6: Relationship equity as a driver of customer equity

The material for this course is extremely wide and it is virtually impossible to gain an in-depth knowledge of the material overnight. The course is best seen as an overview of marketing metrics/measuring issues. However, students are encouraged to explore specific topics that they may find interesting.

A blended teaching approach will be used. Most sessions will consist of lectures, but most recent case studies (DVD or written), articles and exercises are but a few ways in which students will explore the concepts explained and covered in this course.

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Independent work
Reference manual 's readings5,00  
Independent study
Group Project5,00  
Estimated personal workload5,00  
Charge de travail globale de l'étudiant36,00  

Méthodes pédagogiques

  • Lecture
  • Presentation
  • E-learning
  • Project work


Individual learning diary/journal 20%
Individual final assessment 35%
Individual class contribution 15%
Group project and presentation 30%

Type de ContrôleDuréeNombrePondération
TOTAL     100,00


  • The recommended book: Farris, P.W., Bendle, N.T., Pfeifer, P.E. and Reibstein, D.J. 2010. Marketing metrics- The Definite Guide to Measuring Marketing Performance. Second edition. New Jersey, Pearson Education, Inc. [This E-book can be downloaded at W -

  • Compulsory scientific articles: -

    Article 1: How to get marketing back in the boardroom (McDonald, 2006:426-431)
    Article 2: The changing role of marketing in the corporation (Webster, 1992:1-17)
    Article 3: Marketing Metrics (Ambler, 2000:59-66)
    Article 4: What should your company measure besides financial results?
    Article 5: Measurable marketing: a review of developments in marketing’s measurability (Greenyer, 2006: 239-242)
    Article 6: Linking marketing to financial performance and firm value (Lehman, 2004:73-75)
    Article 7:

Ressources internet

  • IESEG Online

    Yes, I will put the recommended book and compulsory articles for the students on the intranet of the school.

* Informations non contractuelles et pouvant être soumises à modification
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