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©IMM Graduate School Study Guide (AMM401P) Page 1 of 220 Study Guide Applied Ma

©IMM Graduate School Study Guide (AMM401P) Page 1 of 220 Study Guide Applied Marketing Metrics (AMM401P) This module forms a compulsory core module for the following Postgraduate academic programmes: Postgraduate Diploma in Marketing Management Notional Hours: 200 Credits: 20 NQF: 8 Weeks: 16 ©IMM Graduate School Study Guide (AMM401P) Page 2 of 220 Name & Surname Cell Number eMail Student Number Published by IMM Graduate School © Copyright Reserved January 2019 Revised Edition ©IMM Graduate School Study Guide (AMM401P) Page 3 of 220 Icons Explained ©IMM Graduate School Study Guide (AMM401P) Page 4 of 220 Contents SECTION A: GENERAL INFORMATION ............................................................................... 7 Word of Welcome ......................................................................................................................................... 7 Programme Structure ................................................................................................................................... 8 SECTION B ...................................................................................................................... 23 SECTION 1 - Marketing Objectives and Strategy WEEKS 1 – 7 ASSIGNMENT 1 .............. 23 Study Unit 1 - Introduction to Applied Marketing Metrics Weeks 1 & 2 (Chapter 1 Key Marketing Metrics) ................................................................................................................ 23 Study Unit 1 - Relevance ............................................................................................................................. 23 Study Unit 1- Key Concepts ......................................................................................................................... 24 Study Unit 1 - Glossary ................................................................................................................................ 24 Study Unit 1 - Learning Path ....................................................................................................................... 25 Study Unit 1 - Introduction ......................................................................................................................... 26 Study Unit 1 - Revision Exercises ................................................................................................................. 38 Study Unit 1 - Revision Exercises Solutions ................................................................................................. 38 Study Unit 1 - Progress Check ..................................................................................................................... 41 Study Unit 2 - Product and Portfolio Management (Chapter 3, 4, 5, Key Marketing Metrics) .... 43 Study Unit 2 - Relevance ............................................................................................................................ 43 Study Unit 2 - Key Concepts ........................................................................................................................ 44 Study Unit 2 - Glossary ................................................................................................................................ 44 Study Unit 2 - Learning Path ....................................................................................................................... 45 Study Unit 2 ................................................................................................................................................. 46 Study Unit 2 - Revision Exercises ................................................................................................................. 55 Study Unit 2 - Revision Exercises Solutions ................................................................................................. 56 Study Unit 2 - Progress check ...................................................................................................................... 57 Study Unit 3 - Pricing Strategy Week 4 (Chapter 7 - Key Marketing Metrics) ........................... 59 Study Unit 3 - Relevance ............................................................................................................................ 59 Study Unit 3 - Key Concepts ........................................................................................................................ 59 Study Unit 3 - Glossary ................................................................................................................................ 60 Study Unit 3 - Learning Path ....................................................................................................................... 60 Study Unit 3 ................................................................................................................................................. 61 Study Unit 3 - Revision Exercises ................................................................................................................. 69 Study Unit 3 - Revision Exercises Solutions ................................................................................................. 69 Study Unit 3 - Progress check ...................................................................................................................... 70 SECTION 2 - Sourcing Results Information WEEKS 1-7 ASSIGNMENT 1 .......................... 72 Study Unit 4 – Marketing Database Principles Weeks 5 & 6 ..................................................... 72 Study Unit 4 - Relevance ............................................................................................................................. 72 Study Unit 4 - Key Concepts ........................................................................................................................ 73 Study Unit 4 - Glossary ................................................................................................................................ 73 Study Unit 4 - Learning Path ....................................................................................................................... 74 Study Unit 4 ................................................................................................................................................. 75 Hints for collection and use ........................................................................................................................ 82 ©IMM Graduate School Study Guide (AMM401P) Page 5 of 220 Study Unit 4 - Revision Exercises ................................................................................................................. 86 Study Unit 4 - Revision Exercises Solutions ................................................................................................. 87 Study Unit 4 - Progress check ...................................................................................................................... 88 Study Unit 5 - Channel Management and Sales Force Week 7 (Chapter 6 – Key Marketing Metrics) ................................................................................................................................. 90 Study Unit 5 - Relevance ............................................................................................................................. 90 Study Unit 5 - Key Concepts ........................................................................................................................ 90 Study Unit 5 - Glossary ................................................................................................................................ 91 Study Unit 5 - Learning Path ....................................................................................................................... 91 Study Unit 5 ................................................................................................................................................. 92 Study Unit 5 - Revision Exercises ............................................................................................................... 101 Study Unit 5 - Revision Exercises Solutions ............................................................................................... 102 Study Unit 5 - Progress check .................................................................................................................... 103 SECTION 3 - Customer Interaction and Promotion WEEKS 8 - 10 ASSIGNMENT 2 ........... 105 Study Unit 6 - Branding Week 8 (Chapter 2 – Key Marketing Metrics) ................................... 105 Study Unit 6 - Relevance ........................................................................................................................... 105 Study Unit 6 - Key Concepts ...................................................................................................................... 105 Study Unit 6 - Glossary .............................................................................................................................. 106 Study Unit 6 - Learning Path ..................................................................................................................... 106 Study Unit 6 ............................................................................................................................................... 107 Study Unit 6 - Revision Exercises ............................................................................................................... 115 Study Unit 6 - Revision Exercises Solutions ............................................................................................... 116 Study Unit 6 - Progress Check ................................................................................................................... 118 Study Unit 7 - Advertising and Media Week 9 (Chapter 9, 10, 12- Key Marketing Metrics) ...... 120 Study Unit 7 - Relevance ........................................................................................................................... 120 Study Unit 7 - Key Concepts ...................................................................................................................... 120 Study Unit 7 - Glossary .............................................................................................................................. 121 Study Unit 7 - Learning Path ..................................................................................................................... 121 Study Unit 7 ............................................................................................................................................... 123 Study Unit 7 - Revision Exercises ............................................................................................................... 138 Study Unit 7 - Revision Exercises Solutions ............................................................................................... 140 Study Unit 7 - Progress check .................................................................................................................... 142 Study Unit 8 - Prospecting to Fulfilment Week 10 (Chapters 6, 7, 10 Key Marketing Metrics) .. 145 Study Unit 8 - Relevance ........................................................................................................................... 145 Study Unit 8 - Key Concepts ...................................................................................................................... 145 Study Unit 8 - Glossary .............................................................................................................................. 146 Study Unit 8 - Learning Path ..................................................................................................................... 146 Study Unit 8 ............................................................................................................................................... 147 Study Unit 8 - Revision Exercises ............................................................................................................... 152 Study Unit 8 - Revision Exercises Solutions ............................................................................................... 153 Study Unit 8 - Progress check .................................................................................................................... 154 Section 4 - Selecting the Formulae to Measure Objectives WEEK 11 ASSIGNMENT 2 ... 156 Study Unit 9 - Identifying selected formulae to match selected metrics Week 11 (Chapter 8 Key Marketing Metrics) .............................................................................................................. 156 ©IMM Graduate School Study Guide (AMM401P) Page 6 of 220 Study Unit 9 - Relevance ........................................................................................................................... 156 Study Unit 9 - Key Concepts ...................................................................................................................... 156 Study Unit 9 - Glossary .............................................................................................................................. 157 Study Unit 9 - Learning Path ..................................................................................................................... 157 Study Unit 9 ............................................................................................................................................... 158 Study Unit 9 - Revision Exercises ............................................................................................................... 164 Study Unit 9 - Revision Exercises Solutions ............................................................................................... 165 Study Unit 9 - Progress check .................................................................................................................... 166 SECTION 5 - Results Analysis of Collected Data WEEKS 12-15 ASSIGNMENT 2 ..................... 168 Study Unit 10 - Customer Profitability Review ....................................................................... 168 Weeks 12 (Chapters 1,2,5 Key Marketing Metrics) ................................................................ 168 Study Unit 10 - Relevance ......................................................................................................................... 168 Study Unit 10 - Key Concepts .................................................................................................................... 168 Study Unit 10 - Glossary ............................................................................................................................ 169 Study Unit 10 - Learning Path ................................................................................................................... 169 Study Unit 10 ............................................................................................................................................. 170 Study Unit 10 - Revision Exercises ............................................................................................................. 185 Study Unit 10 - Revision Exercises Solutions ............................................................................................. 186 Study Unit 10 - Progress check .................................................................................................................. 187 Study Unit 11 - Product Profitability Review Weeks 13 (Chapters 4, 11,12 Key Marketing Metrics) ............................................................................................................................... 189 Study Unit 11 - Relevance ......................................................................................................................... 189 Study Unit 11 - Key Concepts .................................................................................................................... 189 Study Unit 11 - Glossary ............................................................................................................................ 190 Study Unit 11 - Learning Path ................................................................................................................... 190 Study Unit 11 ............................................................................................................................................. 191 Study Unit 11 - Revision Exercises ............................................................................................................. 198 Study Unit 11 - Revision Exercises Solutions ............................................................................................. 198 Study Unit 11 - Progress check .................................................................................................................. 200 Reference List ............................................................................................................... 202 Addendum A: IMM Harvard Referencing Guidelines ..................................................... 206 Addendum B: Action Verbs ........................................................................................... 206 Addendum C: Glossary - Formulas ................................................................................ 207 Addendum D: Glossary – Academic Terms ....................................................................... 217 ©IMM Graduate School Study Guide (AMM401P) Page 7 of 220 SECTION A: GENERAL INFORMATION Word of Welcome Welcome to the calculating world of Applied Marketing Metrics. In order to complete the Postgraduate Diploma in Marketing Management, you will need to gain an understanding and be able to apply Marketing Metrics in a practical fashion for the Applied Marketing Metrics module (AMM401P). In the data driven world that marketers find themselves today it is essential to have a broad understanding of marketing metrics available to marketing managers. How to use metric- drive tools and techniques to enhance marketing decisions. This module aims to assist students to develop the skill to use numerical information to justify and evaluate marketing strategies. To be able to select, calculate and interpret specific marketing metrics for marketing decisions. To understand the connection across various marketing metrics. An ultimately be able to calculate and communicate the return on marketing investment. The module explores the processes that drive value creation and results measurement for both the company and customers. It is recommended to follow the study guide and instruction held within this study guide to assist you in gaining the knowledge necessary for Applied Marketing Metrics (AMM401P) module. For Applied Marketing Metrics it is recommended to familiarise yourself and make use of the following sources: • Applied Marketing Metrics (AMM401P) Study Guide • Prescribed textbook • Recommended readings as per allocated articles for academic background ©IMM Graduate School Study Guide (AMM401P) Page 8 of 220 Programme Structure Postgraduate Diploma in Marketing Management Herewith a brief summary of the Postgraduate Diploma in Marketing Management programme indicating where Applied Marketing Metrics (AMM401P) fits into. Once you have successfully completed the modules and achieved the module outcomes covered within the Postgraduate Diploma in Marketing Management programme you will be competent to do the following: Purpose: To create a platform which will provide an opportunity to those with some academic marketing knowledge with expanded insight, understanding and practical skills about marketing – from idea conceptualisation to the development, launch and maintenance of marketing plans and programmes for contributing to the achievement of the strategic business objectives of the organisation. This is, therefore, a qualification aimed at people entering the business or professional marketing environment, people at a specific developmental stage in their careers, or at the phase in their personal development when they already have suitable knowledge, training and qualifications in their specific field uploads/Management/ amm401p-study-guide.pdf