COM630 v1

Bendle, N., Farris, P. W., Pfeifer, P., & Reibstein, D. (2020). Marketing metrics (Pearson Business Analytics Series). Pearson Education.

• Chapter 1 (pp. 1-15): answers basic questions: What is a metric? Why do we need them? How do we select the right metrics?
• Chapter 2 (pp. 16-30): introduces core concepts of market share, market concentration, customer satisfaction, and other key metrics.
• Chapter 9 (pp. 85-100): covers promotional costs and metrics.

Your course textbook can be accessed via the DART eBook link in the Getting Started module.

Strategic Marketing Planning: A Step-by-Step Approach

Alsem, K. J. (2023). Strategic marketing planning: A step-by-step approach. Routledge.

• Part 1 (pp. 1-57): If you have not yet completed a Marketing Plan or a Campaign and Program Plan for an earlier course in your program (e.g., COM610 Integrated Marketing Communications or COM625 Campaign and Program Management), you can provide the requested detail for the upcoming evaluation tasks from a basic plan you create yourself. If you need some support developing the task components for an original plan, or if you’d like to review some of the steps of creating a campaign plan, this text should help. Part 1 covers key topics of strategic marketing planning and structure of a marketing plan. 

Measuring Marketing: The 100+ Essential Metrics Every Marketer Needs

Davis, J. (2018). Measuring marketing: The 100+ essential metrics every marketer needs. DEG Press.

• This resource should be used to submit work related to the Bonus opportunities that exist throughout the course.

Accountability: A Guide to Measuring ROI and ROO Across Media

Magazine Publishers of America. (2005). Accountability: A guide to measuring ROI and ROO across media.

• This resource should be used as a guide for course concepts applicable to course assignments.
• Find the downloadable PDF below.