Comparing and Evaluating Approaches to Measuring Marketing Performance - Group Report

The Fabweld Steel Products thanks you for your earlier group presentation. They are interested in evaluating your ideas further and have asked that you prepare a group report (1800 words + references) to be submitted via the university. In your group report you are asked to compare and evaluate different approaches to measuring conventional and digital marketing activities appropriate to Fabweld Steel Products with separate recommendations and examples for measuring the return on marketing investment (ROMI). 

 

You are also asked to propose and justify relevant measurement, monitoring and analytic techniques to meet the specific business and marketing objectives for Fabweld Steel Products based on a new marketing campaign for one of the Fabweld Steel Product’s existing business activities. 

 

LO1 Demonstrate knowledge and understanding of the principles of measuring marketing performance and justify the investment by means of return on marketing investment (ROMI). ?   
    
LO2 Use the latest digital and analytic techniques to measure, analyse quantitative and qualitative data, present performance results and ROMI of digital marketing campaigns ?       

 

LO3 Compare and evaluate the appropriateness of different approaches to measuring both conventional and digital marketing activities, making recommendations for measuring (ROMI). ?

 

LO4 Propose and justify relevant measurement, monitoring and analytic techniques with the necessary resources to meet the business objectives for a contemporary marketing campaign. ?

Additional information for students

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Module Learning Outcomes

 

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The module Learning Outcomes tested by this assignment, and precise criteria against which your work will be marked are outlined in your assessment brief. Performance Descriptors

 

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