Module code: MAR7509-A
The module outlines the significance of selecting effective marketing metrics and employing appropriate analysis to ensure effective marketing decision making in a digital world. It provides an overview of the various marketing metrics used to determine the effectiveness of marketing activities in a contemporary environment. It examines the importance of managing marketing online and offline data to measure the effectiveness of campaigns across the marketing channels. Overall, it outlines the role of traditional marketing metrics along with the contemporary digital marketing metrics to achieve marketing insights and assists management in strategic decision making.
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