Marketing Performance Measurement - PDF

Document Sample
Marketing Performance Measurement - PDF Powered By Docstoc
					Johann Wolfgang Goethe-University Frankfurt
Ph.D. Program in Marketing

Professor Dr. Daniel Klapper
Professor Dr. Martin Natter
Professor Dr. Bernd Skiera

Wintersemester


                       Marketing Performance Measurement

Course Description:

Marketing drives current and future sales, profits and companies’ growth. As a matter of fact,
marketing managers, CEOs and investors are increasingly interested in the effectiveness of
marketing efforts on performance measures. Therefore, in this course we discuss in depth
possible performance measures and how to operationalize them. We then study the link
between observable and unobservable marketing metrics such as customer satisfaction, profit,
customer lifetime value or shareholder value. We also discuss drivers that influence these
metrics. A major part of the course will then focus on models that support this analysis. The
course will provide means to do a thorough study on marketing performance. Different types
of models are introduced to estimate the impact on alternative marketing decisions, e.g. sales
response models, market share models, repeat purchase models, customer base models or
conjoint models. We pay attention to these various models and highlight the advantages and
disadvantages of using these models for marketing performance measurement. In this respect,
model specification issues are discussed thoroughly. The course finishes with sessions on the
implementation and use of marketing performance models, e.g. in decision support models.


Class Time and Location

Lectures: TBA, Room 430B or Room 107 in Zeppelinallee 29
Discussion Sections: TBA, Room 430B or Room 107 in Zeppelinallee 29
The discussion sections will primarily go over the solutions of the problem sets.


Course Website:

       http://www.marketing.uni-frankfurt.de/ and WebCT

The course website will contain course news, administrative announcements, class notes,
problem sets and additional material. Participants are encouraged to check the website
regularly. Some material on the website may be password protected. The password will be
announced in class, and must not be passed on to anybody not attending the course this
semester.
Course Requirements

Throughout the course various problem sets will be offered to allow you to study and apply
the various models and concepts in practice. There will be discussion sections where solutions
to the problem sets will be discussed. The course grade will depend on the final exam and
your solution to the problem sets. Further details will be provided in the first class.


Course Logistics:

Office hours:       Daniel Klapper: Tuesday 1:30 pm – 3:00 pm
                    Martin Natter: Tuesday 3:00 pm – 5: 00 pm
                    Bernd Skiera: Tuesday 1:30 pm – 3:00 pm


References:

The following reference covers most of the material to be discussed in this course:

Leeflang, P.S.H., Wittink, D.R., Wedel, M. & Naert, P.A. (2000). Building Models for
      Marketing Decisions. Dordrecht: Kluwer.

Further references will be provided in the course.
Course Outline (Lectures):

1. Introduction - Overview
2. Metrics for Measuring Marketing Performance
   2.1. Unobservable and Observable Metrics
   2.2. Observable Metrics and Financial Performance
3. Data for Measuring Marketing Performance
   3.1. Primary Research Data
   3.2. Data Bases
   3.3. Panel Data (Store Level, Household Level)
4. Building Models to Measure Marketing Performance
   4.1. Introduction to Marketing Models
      4.1.1. Classifying Marketing Models According to the Degree of Explicitness
      4.1.2. A Typology of Marketing Models
      4.1.3. Market Response Models
      4.1.4. Stochastic Consumer Behavior Models
          4.1.4.1.Purchase Incidence
          4.1.4.2.Purchase Timing
          4.1.4.3.Brand Choice Models
      4.1.5. Conjoint Analysis and Choice Based Conjoint Analysis
   4.2. Specification of Marketing Models
      4.2.1. Elements of Model Building
      4.2.2. Marketing Dynamics
      4.2.3. Implementation Criteria with Respect to Model Structure
      4.2.4. Specifying Models According to the Intended Use
      4.2.5. Model Specification Issues
   4.3. Adaption and Implementation of Marketing Performance Models
      4.3.1. Determinants of Model Implementation
      4.3.2. Cost-Benefit Considerations in Model Building and Use
5. Decision Support Systems