Skip to Main Content

COM630 v1

Module 4 Required Textbook Chapters

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

  • Chapter 4: Covers topics of campaign projections, cannibalization rates, brand equity metrics, and segmentation.
  • Chapter 14: Considers modeling performance, monitoring marketing decisions and objectives, and related metric concepts.

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

Module 4 Supplemental Resources

Strategic Marketing Planning: A Step-by-Step Approach

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

  • Part 4 (pp. 347-439): this text covers the finishing touches for completion of your plan, the selection of channels, marketing communications, and the organization and implementation of marketing. 

  • Note: If you have not yet completed a Marketing Plan or a Campaign and Program Plan for an earlier course in your program or would like to review basic steps.

Module 4 Additional Resources

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.