COM630 v1

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

• Chapter 12: covers key measures of Net Profit, Return on Investment, Marketing Return, and Market and Accounting Measures. 
• Chapter 13: considers the Marketing Metric X-Ray, the Value of Information, and Testing.

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 3 (pp. 259-346): the text covers key topics of marketing objective and strategies, target group selection, brand positioning, crisis communications, and managing brands internationally.
• NOTE: If you have not yet completed a Marketing Plan or a Campaign and Program Plan for an earlier course, this textbook will provide some support as you develop an original plan for your evaluation tasks. It’s also a helpful resource if you’d like to review some of the steps of 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.