Marketing Performance Management

Elective module in the context of a specialisation in Marketing and E-Business
Modul B.WIWI-BWL.0069

Important notice:
Marketing Performance Management will be offered as a full presence lecture as of 15.12.2022, 12:15 - 13:45 in room ZHG 104!

Lecturer: Prof. Dr. Maik Hammerschmidt
Contact person: Henrietta Batinović, M.Sc.

Module for the following degree programmes
  • Business Administration (B.Sc.)
  • Economics (B.Sc.)
  • Business Information Systems (B.Sc.)
  • Geography (B.Sc.)
  • Social and Cultural Anthropology (M.A.)
  • Psychology (M.Sc.)
  • Sociology (M.A.)

Admission requirements:
No admission requirements.
Following previous knowledge is recommended: Modul B.WIWI-BWL.0005: Marketing

Learning outcomes/core skills:

After successful attendance, students are able to understand and critically discuss qualitative and quantitative approaches to measure the financial performance of marketing activities. Specifically, students learn how to apply state-of-the-art instruments and approaches of value-based marketing (like benchmarking, efficiency analysis, strategic fit analysis, brand and customer valuation models).

Contents of the lecture:

First, the lecture provides a holistic understanding of the influence of strategic and tactical marketing decisions on customer-oriented, competitive as well as financial performance metrics like shareholder value. This holistic understanding is captured through the marketing performance chain which represents the lecture’s overarching framework. The following section deals with strategic information management, which aims at obtaining market information for bolstering long-term decisions. In this context, the students get to know various instruments to identify strengths and weaknesses (e.g., gap analysis) as well as opportunities and threats (e.g., early warning systems). The subsequent part of the lecture focusses on customer value management. The students learn to valuate customer relations (i.e., customer equity) and to predict how customer value evolves over time. In the chapter which deals with brand equity measurement, the students get to know methods to quantify the brand value from the consumer (consumer-based brand equity) as well as firm perspective (financial brand equity) as well as approaches that combine both like the brand equity valuation for accounting model. Finally, based on the balanced scorecard, the lecture discusses how marketing strategies can be implemented within the company.

Lecture: every Thursday, 12:15 - 13:45 p.m.
Start: 03.11.2022
Room: ZHG 104


Written exam: 90 Min. (6 CP)

Examination requirements:
Proof of knowledge about the theoretical and practical foundations of assessing the performance of strategic and operative marketing activities. Application of methods and approaches to evaluate the contribution of marketing activities to the long-term (financial) business success.

Date of written exam:
Date and Place: 02.03.2023, 12:15 - 13:45
Room: ZHG 011
Registration in FlexNow: 12.12.2022 - 23.02.2023 (cancellation until 13.03.2023)

Recommended references for the lecture: