MKTG 6200 - Marketing Dashboards & Scorecards.

Performance measurement systems help companies monitor their progress and stay on track toward their stated goals and objectives. Some performance measures, such as financial or operations data, can be readily provided by internal information systems. In contrast, marketing performance measures depend upon the activities of skilled marketing researchers to gather external market-based information about the market, customers, and competitors. This hands-on course provides students with a tool-kit for gathering market performance metrics for companies of all sizes, for profit and not-for-profit, manufacturers or service providers. The course also teaches students how to use tolls such as dashboards and scorecards to apply market-performance measures to the firm’s strategies and objectives.Semester Hours: 3
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