Professional Development

Price includes refreshments, lunch and course materials.

Level: Foundation

Key issues:

For most marketers, brands represent the organisation’s most important assets, key value drivers and determinants of success. It’s surprising, therefore, how few organisations have a formal and systematic programme of analytics and metrics, allowing them to assess their brands' performance, establish the link between marketing, brand and organisational performance and where appropriate, adjust brand strategies in light of the information gleaned.

The purpose of this course:

This workshop is designed to give delegates an insight into some of the key metrics and methodologies used to track brand health across multiple actual and potential stakeholders, and where necessary, put values on brand aspects such as equity, loyalty, commitment and even the brand itself, for example, should it be put up for sale?

Who this course is for:

This ‘hands-on’ workshop is designed for people who understand the critical importance of measuring and evaluating the impact of the their marketing activities and investment in their brand(s). They are ready to invest some time and brainpower in developing a metrics oriented approach to doing the best they can in terms of developing the asset(s), with the resources they have got.

Benefits for your organisation:

Your organisation should see a better return on its investment in marketing based on the insight gleaned through a mixture of objective, hard measurement (e.g. directly measurable activities such as direct marketing) and more subjective, softer measurement (e.g. public relations activity and focus groups) both of which can help the organisation establish the link between investment and key brand parameter movement.

Benefits for you as an individual:

You will understand the critical importance of measuring all aspects of marketing, having the tools, techniques, processes and, most importantly, the strategic and tactical metrics in order to do this. You will also be able to establish a link between individual marketing activities and their impact on brand. This should lead to increased confidence in allocating brand/marketing budgets as well as increased efficiency and effectiveness.

You will learn how to:

• Design and conduct appropriate research to inform action
• Design, conduct and appraise an appropriate brand audit to establish ‘position’
• Design appropriate brand and related marketing metrics (using a ‘design template’)
• Locate these metrics within a ‘Brand Marketing Performance Measurement System’
• Potentially use one of the common performance measurement frameworks (such as the ‘Balanced Scorecard’ or ‘Performance Prism’) within your brand/marketing department
• Avoid common design, implementation and management pitfalls
• Measure the efficiency and effectiveness of strategic and tactical marketing activities as well as their impact on the brand(s) using a sophisticated technique called ‘modelling’ or ‘econometrics’
• Develop brand/marketing plans with the emphasis on implementation, evaluation and feedback (control) using appropriate metrics
• Establish links between brand and marketing activities, performance and results, including revenue and profits, ROI, stakeholder satisfaction and contribution

Course content:

• Definition of key terms – ‘Brand’, ‘Brand Equity’, ‘Brand Valuation’ etc.
• Understanding the ‘what, why, how, who, when and where’ of brand metrics
• Designing brand metrics using a template
• Exploring value-oriented marketing
• A three-way methodology for measuring brand value
• Testing and tracking the impact of strategic and tactical marketing initiatives
• An examination of some widely used proprietary valuation methodologies
• Strategic and tactical metrics workshop
• O2 Case Study – Identifying and integrating key brand and marketing metrics
• Using multi-stakeholder performance measurement frameworks
• Using IT in both marketing and measurement
• Understanding econometrics, offering the potential to isolate both the individual and collective impact of simultaneous marketing activities

Pre and post learning support:

In preparation for a fruitful experience and in order to hit the ground running, delegates will receive some ‘prep’ along with their joining instructions. This will include a scene setting article discussing some of the challenges surrounding the discipline of brand metrics, as well as a self-completion ‘Brand and Metrics Audit’ questionnaire to be brought along to the workshop. Post event (learning and development), all delegates are given the facility to run their marketing brand (plan and) metrics past their Course Director with a view to enhancement and/or ‘signing off’.

To take away from the course:

• Articles, checklists, metrics, templates, tools and techniques
• An outline brand metrics implementation plan
• Free brand metrics textbook

Professional Standards

All of our marketing courses are based on CIM's Professional Marketing Standards, ensuring that marketers at all levels of seniority gain the practical skills that employers require to improve business performance. Review our Professional Marketing Standards framework