Wharton Marketing Metrics™: Linking Marketing to Financial Consequences

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Dates Location Tuition
Nov 2, 2009 - Nov 6, 2009 Philadelphia $8,450
May 10, 2010 - May 14, 2010 Philadelphia $8,450

Do you know the impact of your marketing initiatives on the bottom line? What would a 5 percent increase in customer satisfaction mean for your income statement? Marketing managers increasingly need to demonstrate the ROI of their programs. Finance executives need to assess the payoffs of marketing investments. A recent McKinsey survey, presented at the Chief Marketing Officer Summit at Wharton, found that CEOs expect marketing leaders to cut costs and increase contributions to growth. At the same time, the rise of new channels, such as the Internet and wireless communication, and the increasing importance of word of mouth and sponsorship, make marketing resource allocation decisions much more complex. Both marketing and finance executives are under incredible pressure to make every dollar count.

The Wharton Marketing Metrics™ program provides rigorous tools and approaches to measure the effectiveness of your marketing expenditures. It will help you make better investments to get more "bang" for your buck. Faculty offer insights and frameworks to help you better assess and communicate the returns from your marketing spending. An interdisciplinary team of faculty from Wharton’s Marketing, Accounting, and Finance Departments brings an approach and perspective based on research and best practices at leading companies. They will give you a broad, unbiased, and sophisticated view of the impact of various marketing efforts in different industries, with special attention to assessing both short-term and long-term implications.

Tuition for Philadelphia programs includes lodging and meals. Prices are subject to change. Program Consultants are available to provide more information on course specifics and discuss how this program might meet your needs. Please contact them by telephone at +1.215.898.1776 or by e-mail.


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In addition to participating in class sessions and working in teams on cases, participants will directly wrestle with metrics through a “marketing dashboard” exercise. In this exercise, participants design a dashboard using a proprietary computer program and then use the dashboard for a “virtual test drive” to make resource allocation decisions. This is an ideal opportunity to experiment with different measures and see how they help or hinder your ability to guide your business in real time. Wharton Marketing Metrics™ 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 these exercises and discussions, you will get a clear sense of the best marketing metrics to use as the central focus of the business.

Wharton Marketing Metrics Session Topics

  • Linking marketing metrics to financial metrics
  • Assessing the ROI of alternative growth paths
  • Distinguishing between expenses and capitalization
  • What the CFO wants to hear from marketers
  • Brand as a platform strategy
  • Measuring brand value
  • Assessing the lifetime value of customers
  • Measuring the likelihood of repeat purchases
  • Measuring marketing assets
  • Customer satisfaction: linking drivers, outcomes, and profits
  • The marketing dashboard: determining the essential metrics for your firm

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This program is designed for marketing and finance executives who need to assess the returns from marketing expenditures, or demonstrate results. Marketing managers with budgetary responsibility, from CMOs to product and brand managers, will be better able to develop strategies, justify expenditures, and demonstrate returns. CFOs and finance executives will improve their ability to evaluate marketing investments.

We encourage companies to send cross-functional teams of finance and marketing executives to leverage the application and value of the program. Additional group benefits are available when four or more participants attend a program.

Receive a sophisticated view of the impact of marketing efforts in different industries. Assess both the short-term and long-term implications of each marketing strategy. You will:

  • Develop a measurement-based approach to allocating resources across your marketing portfolio and evaluating intangible assets, such as brand and customer satisfaction.
  • Learn to evaluate the financial impact of marketing expenditures.
  • Discover how to effectively allocate and support your budgets and communicate your successes.

David J. Reibstein, PhD DAVID J. REIBSTEIN, PhD
Academic Director
William Stewart Woodside Professor
Professor of Marketing
The Wharton School

Professor Reibstein has conducted research into competitive marketing strategies, e-commerce resource allocation, promotion evaluation, product variety, brand equity, and market segmentation. He has authored numerous books, developed the ValueWar competitive simulation, and teaches marketing management and marketing research in the MBA program, where he has received numerous teaching awards, including national recognition for teaching among business school faculty in BusinessWeek and Fortune. He developed and coordinates several Wharton’s Executive Education programs such as Competitive Marketing Strategy and Wharton Marketing Metrics™: Linking Marketing to Financial Consequences. He helped found Bizrate.com, a leading infomediary that has surveyed more than three million Internet customers and was recently appointed to a new marketing task force for Major League Baseball called Major League Baseball in the 21st Century.
Peter Fader, PhD PETER FADER, PhD
Frances and Pei-Yuan Chia Professor
Professor of Marketing
The Wharton School

Professor Fader’s expertise centers around the analysis of behavioral data to understand and forecast customer shopping/purchasing activities. He works with a wide range of data sources from industries such as consumer packaged goods, e-commerce, and music (online and offline). His research focuses on using data generated by such new technologies as retail scanners to understand customer preferences and to help companies fine tune their marketing strategies. His work has been published in (and he serves on the editorial boards of) a number of leading journals in marketing, statistics, and the management sciences.
undefined CHRISTOPHER ITTNER, PhD
Ernst & Young Professor of Accounting
The Wharton School

Professor Ittner’s research includes performance measurement, cost management practices, and the valuation of intangible assets. His work on the association between customer satisfaction measures and financial performance received the American Accounting Association’s Notable Contribution to Management Accounting Literature Award. Prior to receiving his doctorate, Dr. Ittner was a manufacturing consultant with Deloitte, Haskins & Sells. His consulting clients have included Bell South, Guardsmark, Ernst & Young, General Motors, and Lockheed, among others.
Jagmohan Raju, PhD JAGMOHAN S. RAJU, PhD
Joseph J. Aresty Professor
Professor of Marketing
Chairman, Wharton Marketing Department
The Wharton School

Professor Raju is a leading authority on competitive strategy and pricing. His research interests include pricing, strategic alliances, new-product introduction strategy, retailing, private labels, and corporate advertising. He teaches marketing management to the MBAs, pricing strategy to the Executive MBA students, and mathematical models in marketing to the PhD students. He is the academic director of Wharton's Essentials of Marketing, Competitive Marketing Strategy, and Pricing Strategies Executive Education programs and is the marketing editor of Management Science. He holds a PhD in business, an MS in operations research, and an MA in economics from Stanford University. He also has an MBA from the Indian Institute of Management, Ahmedabad, and a BTech in electrical engineering from the Indian Institute of Technology, Delhi.
John Percival, PhD JOHN R. PERCIVAL, PhD
Adjunct Professor of Finance,
The Wharton School
CEO, JRP Associates

John Percival is active in the development and teaching of various Executive Education programs. At Wharton since 1971, he is the lead faculty on several open-enrollment programs: Creating Value Through Financial Management and The CFO: Becoming a Strategic Partner. He has also developed customized programs for companies such as GE Capital, Pitney Bowes, IBM, Fiat, Chubb, Hartford, American Skandia, Sun Life, Siam Cement, Scientific Atlanta, Ford, and Bankers Trust. He consults to organizations in both the public and private sectors, has authored or co-authored articles in numerous publications, and was recently the recipient of the WEMBA Program Core Teaching Award for Financial Analysis.
Z. John Zhang, PhD Z. JOHN ZHANG, PhD
Murrel J. Ades Professor
Professor of Marketing
The Wharton School

Professor Zhang’s research focuses on competitive pricing strategies and the design of pricing structures. He has published numerous articles in top marketing and management journals on such pricing issues as measuring consumer reservation prices, price-matching guarantees, targeted pricing, access service pricing, the choice of price promotion vehicles, and channel pricing. He won the 2001 John D.C. Little Best Paper Award for his contribution to the understanding of targeted pricing with imperfect target ability.

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