Return on Marketing refers to the long-term net financial outcome of marketing actions. This course develops your strategic understanding of analytical techniques and offers you hands-on experience to assess whether marketing initiatives result in bottom line profits. You gain knowledge of perceptual and behavioural metrics that can be used to evaluate marketing strategies in a national and international context. You will become skilled at applying different software packages to analyse existing data and learn how to interpret these findings and adjust the marketing strategy accordingly. In addition, you strengthen a broad range of skills mainly including presentation, analysis, and time-management skills.

While traditionally marketing and finance have been considered as independent disciplines, in recent years there has been a call for more financial accountability in marketing. Careful and calculated selection processes need to be undertaken to ensure that the firm chooses to market to the right customer at the right time with the right program, taking into account the financial impact of all the relevant decisions. Different perceptual and behavioural metrics have been proposed to assess the (financial) impact of marketing strategies such as customer satisfaction, customer retention, return on relationships (ROR), return on investment (ROI), customer life time value (CLV), customer/brand equity and bottom line profitability. The course encourages you to take an analytical view of long-term marketing initiatives and you learn specific analytical techniques for measuring return on marketing. Complementary, you gain hands-on experience using comprehensive software packages and techniques to analyse real-life data.

A detailed literature list will be available on the Eleum site of the course

All students who are admitted to the Master of Science in International Business can follow this course. In one assignment, students have to use SPSS. So a background and/or interest in learning SPSS is strongly recommended.