Back to course 'BUS615: International Marketing'

Topic outline

  • Unit 7: Measuring Marketing Success

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    As we have seen, there are many steps involved in developing marketing campaigns. In addition to taking a great deal of time and effort, there is also the financial component of bringing a campaign to fruition, and implementing it in the marketplace. However, this is not the end of the process. In order to ensure the success of any campaign, it must be closely monitored and measured for effectiveness. In this Unit, we will look at the role of metrics in evaluating campaign success, how to choose the right measurement methods, and how to use these metrics to modify and adjust campaigns, where necessary.

    Completing this unit should take you approximately 2 hours.

    • Upon successful completion of this unit, you will be able to:

      • explain the role of marketing success metrics in evaluating the effectiveness of traditional and digital marketing campaigns;
      • choose appropriate marketing measurement metrics for planning and implementing market entry strategies; and
      • use marketing measurement metrics to evaluate the success of a marketing campaign and to determine how to modify campaigns over time.

    • 7.1: Implementing an International Marketing Campaign

      • book icon
        Evaluating Marketing Performance Book
        Students must
        Mark as done

        Measuring an advertising campaign's success can be challenging, especially when some elements are intangible, such as brand awareness, sales potential, or consumer knowledge. However, marketing evaluation is an essential part of any campaign and should be measurable and applicable to all marketing roles and departments. Companies can use specific metrics to determine how well the campaign is reaching its goals, if any changes are needed in the marketing mix, and whether the offerings meet customers' needs. This section explores metrics and how companies use them to devise more effective strategies.

    • 7.2: Monitoring the Effectiveness of an International Marketing Campaign

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        Measuring Marketing Communication Effectiveness Page
        Students must
        Mark as done

        Once an organization understands the role marketing measurement metrics play in the overall process, the next step is to identify the measurement methods used to determine campaign success. This can vary from campaign to campaign, product to product, and market to market. By evaluating the identified goals, an organization can then explore those measurements to determine whether its goals have been met. This section explores several objectives, including sales and revenue generation, market share, innovation, customer reach, and engagement. It also goes into detail about the case of Citizen Watches and how they measured the effectiveness of their social media efforts on Facebook.

    • 7.3: Measuring the Success of an International Marketing Strategy

      • book icon
        The Advertising Campaign Book
        Students must
        Mark as done

        Once an advertising campaign has been implemented and evaluated, the company needs to determine how to best use the information to see if changes are required. Some of the data used to evaluate performance-based advertising campaigns include the cost of reach, click-through rates, and cost-per-click. If the data isn't aligned with goals, changes are needed. Read this section for a closer look at how companies can use data to develop more effective strategies.

    • Unit 7 Study Resources

      This review video is an excellent way to review what you've learned so far and is presented by one of the professors who created the course.

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        Unit 7 Review Video Page

        Watch this as you work through the unit and prepare to take the final exam.

      • url icon
        Study Guide: Unit 7 URL

        We also recommend that you review this Study Guide before taking the Unit 7 Assessment.

    • Unit 7 Assessment

      • quiz icon
        Unit 7 Assessment Quiz
        Students must
        Receive a grade

        Take this assessment to see how well you understood this unit.

        • This assessment does not count towards your grade. It is just for practice!
        • You will see the correct answers when you submit your answers. Use this to help you study for the final exam!
        • You can take this assessment as many times as you want, whenever you want.