MKTG 6200 - Marketing Dashboard Metrics

Dashboards help us monitor the functioning of various systems by displaying real-time process or outcome metrics. In the past, such indicators were often not available until the end of a period, which made them more “post-mortems” than management tools. Operating from a solid theoretical foundation, this class attempts to serve the needs of two groups, namely, marketing professionals with a review of the types of metrics that could be included on their dashboards, as well as professionals from other functional disciplines with insights into what various marketing metrics mean and illustrating the types of marketing decisions they inform. This is a quantitative class that focuses on developing and understanding marketing performance measures; however, it does not require you to build a dashboard nor does it require you to have advanced math skills. Coreq: BUSN 6560. Semester Hours: 3 to 3