Marketing Implementation, Performance Metrics, and Strategic Synthesis

This week’s topics

Marketing Implementation, Performance Metrics, and Strategic Synthesis

1. Return on marketing investment (ROMI)
2. Marketing dashboard design and balanced scorecards
3. Corporate governance and sustainable marketing
4. Adaptive strategic marketing processes in volatile markets
5. STRATEGIC MODELS & PERFORMANCE MANAGEMENT, 5 FORCES MODEL, BCG MODEL, MARKETING MIX IN PERFORMANCE
6. Performance Dashboard
7. Balanced Scorecard

What you will be able to do

• 1.1 Critically evaluate the nature and purpose of strategic marketing in an organisation.
• 1.3 Explain the processes involved in strategic marketing.
• 4.1 Evaluate the significance of the integrated marketing mix for an organisational context.

Activity

Start with this week’s 3 videos, then: Seminar, guided reading and a short written task: critically evaluate the nature and purpose of strategic marketing in an organisation.

Study materials

Videos

• STRATEGIC MODELS & PERFORMANCE MANAGEMENT, 5 FORCES MODEL, BCG MODEL, MARKETING MIX IN PERFORMANCE · YouTube · Gbenga Olatunji · 71 min · for registered students
• Performance Dashboard · YouTube · Galton College · 19 min · for registered students
• Balanced Scorecard · YouTube · Galton College · 17 min · for registered students

Further resources

• The Impact of Corporate Sustainability on Organizational Processes and Performance · PDF · NBER, article · for registered students
• Principles of Accounting, Volume 2: Managerial Accounting, ch. 12: Balanced Scorecard and Other Performance Measures · PDF · OpenStax, textbook chapter; pp. 565–604 · for registered students
• Principles of Marketing, 2.4: Marketing Plan Progress Using Metrics · PDF · OpenStax, textbook chapter; pp. 72–79 · for registered students