An interdisciplinary team of faculty from Wharton’s marketing, accounting, and finance departments provides the tools for how to measure marketing, while sharing best practices at leading companies.
The program is especially relevant to chief marketing officers and finance leaders who have large budgets across a number of areas in the corporate portfolio, and must justify their expenditures. A key value of the program is the interaction among marketing and finance peers across a number of industries, as well as with Wharton marketing faculty.
Led by Professor David Reibstein, a world-renowned marketing expert, Wharton faculty apply their field-based research and the latest strategic insights to help you think about the short-term and long-term impact of marketing spending for your organization.
Session topics include:
- Linking marketing metrics to financial consequences
- Measuring the value of brands
- Using financial information intelligently
- Analyzing the impact of customer satisfaction on the bottom line
- Using marketing metrics to establish customer-centric strategies
- Evaluating online advertising — communication vs. marketing
Through highly interactive lectures, exercises, and case studies, this program will give marketing participants the ability to better articulate their own marketing initiatives’ return on investment, increasing the likelihood they will get their marketing budgets approved. Finance leaders will leave with a greater understanding of the complex arena of marketing and the tools and best practices that show marketing’s strategic value to the organization.
The program also addresses an evolving landscape that requires new strategies and measures to assess performance — social media as a marketing force is just one example. Many firms are diving into the fray of social media without any idea of whether it is productive or not. Wharton Marketing Metrics will share tools marketers can use to assess online spending and whether it is delivering value for the firm.
The program will also explore how traditional marketing measures — such as awareness, preference, loyalty, customer satisfaction, distribution levels, and market share — are linked to financial outcomes. Through discussions, exercises, and analysis of actual business cases, you will get a clear sense of the best marketing metrics to incorporate into your business.
The Global Dashboard
Wharton Marketing Metrics culminates with participants creating a powerful dashboard immediately applicable to their organization. The dashboard, which uses a proprietary computer program, allows marketers to uncover the most profitable programs so they can make smart decisions on how they allocate marketing dollars. All participants then present their dashboard to the class on the final day of the week-long program.