Marketing Planning - MOD004454: Topic 10 - Control and Evaluation

MBA
Marketing Planning - MOD004454
Topic 10 – Control and Evaluation
Cambridge Campus 
East Road, Cambridge, CB1 1PT
Chelmsford Campus 
Bishop Hall Lane, Chelmsford, CM1 1SQ
Website: http://www.anglia.ac.uk
MOD004454 Marketing Planning
Contents
Topic 10 – Control and Evaluation.......................................................................................... 1
10.1 Introduction .................................................................................................................... 3
10.2 Importance of Measuring Marketing Effectiveness ....................................................... 4
10.3 Purpose of Marketing Controls ...................................................................................... 5
10.4 Types of Marketing Controls .......................................................................................... 6
10.5 Key Performance Indicators ........................................................................................... 7
10.6 Formative Exercise 1 ....................................................................................................... 8
10.7 Formative Exercise 2 ....................................................................................................... 9
10.8 Data-Driven Metrics ..................................................................................................... 10
10.9 Additional Reading........................................................................................................ 11
All content is Copyright Anglia Ruskin University unless otherwise stated.

Some images / diagrams in this document are copied under CLA Licence – please refer to the full
Copyright Notice in the image / diagram reference for details.
30/11/2017 - 2
10.1 Introduction
We come now to the final step in the marketing planning process; having controls and
metrics in place that will tell us if we have arrived where we wanted to be. Such controls
should also guide our marketing activity along the way and alert us when we are veering
off-track, or if something is not working.

30/11/2017 - 3
10.2 Importance of Measuring Marketing Effectiveness
The ‘Action’ stage of the marketing planning process can be grouped together with the
‘Tactics’ stage, as it involves the detail of each of the marketing tools selected to
implement the strategy. ‘Action’ includes such detail as advertising plans, PR plan, media
planning etc.
Responsibility for the implementation stage of the marketing plan stretches once again
beyond the marketing department. We come back to our original probing question about
who is responsible for marketing within the organisation.
Read this McKinsey article measuring the impact of marketing:
McKinsey: Measuring Marketing’s Worth.

30/11/2017 - 4
10.3 Purpose of Marketing Controls
Marketing controls serve multiple purposes. Carefully selected, they can tell us how well
marketing campaigns are performing, alert us to deviations from the marketing strategy,
and enable corrective action.
Without the right control mechanisms in place, we may well know that a particular
advertisement, for example, is failing to have the desired effect but probably not realise
the reasons why.
Brassington and Petit.

30/11/2017 - 5
10.4 Types of Marketing Controls
Kotler (2009) categorises four main marketing controls:
1. Management Control: Performance appraisals, benchmarking, KPIs.

2. Financial Control: Sales volumes, profitability, market share, trend analysis,
comparison, liquidity ratios, debt ratios, activity ratios, budget spend.
3. Efficiency control: Getting the optimum value from marketing assets.
4. Strategic control: Measuring marketing activities against market performance or
objectives set, using short, medium, and long term milestones.
*Note: in the assessment criteria for your assignment, you are required to pay particular
attention to financial projections (for your suggested marketing activity) and estimated
return on investment.
Cravens and Piercy (2012) put forward the following breakdown of mainly operational
marketing measures which are concerned with understanding the impact that marketing
mix tactics are having on the desired level of competitive advantage in the marketplace:
• Competitive and customer;

• Profitability;
• Product/service - sales, pricing, channel metrics, quality controls;
• Customer profitability;
• Innovation related controls;
• Internal marketing;
• Promotion - marketing communication tool specific;
• Brand equity.

30/11/2017 - 6
10.5 Key Performance Indicators
Key Performance Indicators (KPIs) measure the critical success factors (CSFs) that
underpin the marketing objectives. CFFs are the factors essential for success in the
marketplace.
They might include product attributes, or marketing resources or capabilities, for

example; access to distribution channels, or control over patents. A measure of KPI should
be allocated to each CSF in order to be able to monitor and ensure you are on track for
achieving the marketing objectives set.
Example KPIs set against marketing objectives might include:
• ‘Increase sales by 10% by December 2014’ - KPIs: sales figures, cut-off date.
• ‘Achieve 40% market share by December 2014’ - KPIs: market share level, cut-off
date.
• ‘Create awareness of 70% amongst target audience within the next 12 months’ -
KPIs: awareness levels amongst target audience, cut-off date.
Note again here the importance of correctly setting SMART marketing objectives at the
beginning to your marketing plan. Measurement against vague marketing objectives will
be difficult, if not impossible...

30/11/2017 - 7
10.6 Formative Exercise 1
Find out what marketing metrics your organisation uses. Consider what marketing
objectives they help to measure. Can you identify any area of marketing activity that is not
being measured? Can you suggest appropriate metrics?
Share your thoughts on the discussion board (Discussion 10.6 on the LMS).

30/11/2017 - 8
10.7 Formative Exercise 2
The award-winning Penny the Pirate campaign creatively uses a variety of on- and off-line
marketing communications tools and activities, including a book and app, allowing parents
to test their children’s eyes.
Watch the advert and read about the campaign background, then make a list of as many
metrics you can think of that might have been used to measure the success of the
campaign. Share your list with the group online (Discussion 10.7 on the LMS).
Penny The Pirate Eye Test.
Penny the Pirate Heads Warc 100 Ranking.
The Most Creative and Effective Marketing Campaigns in 2016.

30/11/2017 - 9
10.8 Data-Driven Metrics
Effective measurement of marketing activities relies, of course, on sound data. But is

there a risk that, by delving too deeply into the detail at a granular level, we lose sight of
the overall campaign or ‘story’ success?
Tune into the current debate on how programmatic campaigns can go beyond looking at
individual metrics and enable evaluation of the bigger picture:
When Performance and Storytelling Collide.

30/11/2017 - 10
10.9 Additional Reading
1. Farris, P.W. et al (2010) Marketing metrics: the definitive guide to measuring

marketing. New Jersey, Pearson.
2. Sorger, S. (2013) Marketing analytics: strategic models and metrics. Admiral Press.
3. McDonald, M. et al (2014) Marketing value metrics: a new metrics model to
measure marketing effectiveness. London, Kogan Page.
4. Sterne, J. (2010) Social media metrics: how to measure and optimize your
marketing investment. New Jersey, John Wiley & Sons .
5. Kitchen, P. J. (2010) Integrated brand marketing and measuring returns. London,
Palgrave MacMillan.
6. Chapter 16 of Eagle, L. et al (2014) Marketing communications. London, Routledge.
7. Chapter 9 of Roetzer, P. (2014) The marketing performance blueprint: strategies
and technologies to build and measure business success. Somerset, Wiley.
8. Chapter 22 of Kotler, P. et al. (2009) Marketing management. Harlow, Pearson.
9. Chapters 5.2 (Budgeting) and 5.3 (Controlling) of Hollensen, S. et al. (2014) The
quintessence of marketing. Springer Berlin Heidelberg.
10. Chapter 8 of Funk, T. (2012) Advanced social media marketing. Apress.
11. Chapters 8, 9 and 12 of McDonald, M. et al. (2014) Marketing value metrics: a new
metrics model to measure marketing effectiveness. London, Kogan Page.
12. Stewart, D. W. (2009) Marketing accountability: linking marketing actions to
financial results. Journal of Business Research, Vol62(6), pp636-643.
13. Court, D. et al. (2016) Measuring marketing’s worth, McKinsey & Co.
http://www.mckinsey.com/business-functions/marketing-and-sales/our-
insights/measuring-marketings-worth [Accessed on 15 November 2016].

30/11/2017 - 11

Marketing Planning - MOD004454: Topic 10 - Control and Evaluation

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Marketing Planning - MOD004454: Topic 10 - Control and Evaluation

Uploaded by

Copyright:

Available Formats

MBA

Marketing Planning - MOD004454

Topic 10 – Control and Evaluation

East Road, Cambridge, CB1 1PT

Bishop Hall Lane, Chelmsford, CM1 1SQ

Topic 10 – Control and Evaluation.......................................................................................... 1

10.1 Introduction .................................................................................................................... 3

10.2 Importance of Measuring Marketing Effectiveness ....................................................... 4

10.3 Purpose of Marketing Controls ...................................................................................... 5

10.4 Types of Marketing Controls .......................................................................................... 6

10.5 Key Performance Indicators ........................................................................................... 7

10.6 Formative Exercise 1 ....................................................................................................... 8

10.7 Formative Exercise 2 ....................................................................................................... 9

10.8 Data-Driven Metrics ..................................................................................................... 10

10.9 Additional Reading........................................................................................................ 11

All content is Copyright Anglia Ruskin University unless otherwise stated.

All content is Copyright Anglia Ruskin University unless otherwise stated.

10.2 Importance of Measuring Marketing Effectiveness

Read this McKinsey article measuring the impact of marketing:

McKinsey: Measuring Marketing’s Worth.

All content is Copyright Anglia Ruskin University unless otherwise stated.

10.3 Purpose of Marketing Controls

Brassington and Petit.

All content is Copyright Anglia Ruskin University unless otherwise stated.

10.4 Types of Marketing Controls

Kotler (2009) categorises four main marketing controls:

1. Management Control: Performance appraisals, benchmarking, KPIs.

• Competitive and customer;

All content is Copyright Anglia Ruskin University unless otherwise stated.

10.5 Key Performance Indicators

They might include product attributes, or marketing resources or capabilities, for

Example KPIs set against marketing objectives might include:

All content is Copyright Anglia Ruskin University unless otherwise stated.

10.6 Formative Exercise 1

All content is Copyright Anglia Ruskin University unless otherwise stated.

10.7 Formative Exercise 2

Penny The Pirate Eye Test.

Penny the Pirate Heads Warc 100 Ranking.

The Most Creative and Effective Marketing Campaigns in 2016.

All content is Copyright Anglia Ruskin University unless otherwise stated.

10.8 Data-Driven Metrics

Effective measurement of marketing activities relies, of course, on sound data. But is

When Performance and Storytelling Collide.

All content is Copyright Anglia Ruskin University unless otherwise stated.

10.9 Additional Reading

1. Farris, P.W. et al (2010) Marketing metrics: the definitive guide to measuring

All content is Copyright Anglia Ruskin University unless otherwise stated.

You might also like