COM630 v1

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

• Chapter 3 (pp. 31-45): covers key concepts and measures of margins, marketing spending, and break-even analysis. The details covered in this chapter are much more in-depth than you will need for this course, yet you may well be working on such complex campaigns as you rise in your career. 
• Chapter 10: covers important advertising metrics such as gross rating points, cost per impressions, and net reach. 
• Chapter 11: details metrics for online and mobile media, such as display time, clickthrough rates, and costs per action (impression, click, acquisition). 

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

Responsible Measurement: Protect Your Customers and Your Brand

Mediapost. (n.d.). Responsible measurement: Protect your customers and your brand.

• This article will be used as part of a discussion.

Strategic Marketing Planning: A Step-by-Step Approach

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

• Part 2 (pp. 59-258): this text covers key topics of situation and SWOT analyses, steps in developing a plan, criteria when assessing options, and estimating the new value of a strategy. 

• Note: If you have not yet completed a Marketing Plan or a Campaign and Program Plan for an earlier course in your program, you can provide the requested detail for the evaluation tasks from a basic plan you create yourself. This text will help if you need some support developing the task components for an original plan, or if you’d like to review some of the steps in creating a 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.