Evaluating Marketing Campaigns

Completed 2009

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How do you know if your promotion worked?

Course aims

To provide delegates with techniques for measuring, monitoring, evaluating and controlling their marketing campaigns so as to improve return on marketing investment.

Who will benefit?

Product managers, sector or category managers, marketing managers who are budget holders for marketing communications and promotional activity. Also more junior marketers ready to take more responsibility.

Why should you attend?

To learn to apply more rigorous techniques when recommending marketing communications activity.
To be able to better evaluate alternative forms of promotional activity in relation to costs, performance and objectives
To learn how to justify the business case for future marketing activities

Key content

Unit 1

Appreciate the benefits and value of post-campaign evaluation
Determine the information requirements necessary to perform various post-campaign evaluations
Cost, plan and co-ordinate how information / data is to be collected for the post-campaign evaluation

Unit 2

Select the most appropriate methods of campaign evaluation for the job, the organisation and the budget
Examine techniques for monitoring, measuring and controlling campaign performance
Make recommendations for future activity based on past performance