Marketing Metrics Spring 2023

At the end of participating in this course, you should be able to:

• Explain and show how to calculate and solve typical marketing problems using various mathematical formulas
• Utilize real life examples to solve everyday marketing situations with corresponding work sheets and solutions
• Understand key metrics and financial drivers that are relevant to marketers

 

Features:

• Interaction with a marketing expert
• Latest technologies
• Recorded videos with synchronized PowerPoint presentations
• Discussion boards for collaboration
• Technical Support

 

Benefits:

• Anywhere and anytime access
• Flexible to suit your schedule
• No travel time
• Interactive learning experience
• Online Certificate in Marketing Math awarded upon successful completion of all course requirements

 

Course Requirements:

CMA’s certificate program courses are designed to build on the skills and knowledge of marketing practitioners. Individuals must have at least one year of experience in a marketing-related role to take this course. The instructor will assume that students have a foundational understanding of the principles of marketing and a basic understanding of math principles and excel to enrol in this course. Coursework includes optional practice questions, a mid-term and a final examination.

Note: This course will count towards the prerequisite requirements necessary to enroll in the Chartered Marketer Program

Workload:

This course is demanding, but very rewarding.  Each session is comprised of a video-based multimedia presentation and optional practice questions. On average we recommend that you will need at least 3-6 hours each week to complete the coursework.

Internet Requirements:

You will require a minimum upload bandwidth of 5mbps to stream our course videos, which are 1080p. Please ensure you have access to high-speed internet for the duration of the course

CMA’s Marketing Math Online Certificate course consists of instructor recorded videos, synchronized PowerPoint presentations, integrated discussion boards and practice questions. This course also includes three live interactive webinars, during which students have the opportunity to engage with fellow students and to ask direct questions to the instructor.

The following is a general outline of the course content (subject to change).

Session 1: Introduction and Market Analysis

• Percentages
• Averages
• Defining the Market

Session 2: Business Profit & Loss Components

• Defining the Profit and Loss Statement:
• Revenue
• Cost of Goods
• Gross Profit
• Net Profit
• P&L Example
• Key P&L metrics used in marketing evaluations:
• Gross Margin per unit
• Gross Margin and Gross Margin %
• Contribution Margin and Contribution Margin %
• Net Margin

Session 3: Key Marketing Performance Metrics (Part 1)

• Overview of Key Performance Indicators
• Acquisition
• Retention
• Upsell

Mid-term Exam

Session 4: Return on Investment

• Expectations for Marketers
• Return on Investment (ROI)
• Understanding the definition and purpose of ROI
• Formula and calculations
• Determining Incremental Value
• Using Thresholds for ROI
• Calculating Net Gains to meet ROI Threshold

Session 5: Key Marketing Performance Metrics (Part 2)

• Break-even Formula and Usage
• Payback Formula and Usage
• Life Time Value
• Net Present Value

Session 6: Channel Performance Metrics and Results Analysis

• Tracking Marketing Initiatives by Channel
• Mass Channels Metrics
• Direct Channel Metrics
• Social Media Metrics
• Results Post Analysis

Final Examination

Wendy Boyd, CM

Wendy is a firm believer that, “if you’re not constantly learning, you’re falling behind” so she is happy to be an eternal student and teacher of marketing.

Wendy has enjoyed success on both client and agency side from large blue chip to small start-up companies, consumer and B2B – across a wide variety of brands including Bell Mobility, General Mills, American Express, InfoWorks, Scotiabank, Canadian Tire, United Way, Toyota, Honda, Moneris and GE Money. Currently Wendy is President of AM360, a marketing consulting company.

She’s dedicated her career to expanding her knowledge in a variety of marketing disciplines, always looking to blend the analytic and creative sides of marketing. She’s passed on her knowledge by authoring four CMA Certificate courses, including Advertising and Media, Marketing Math, Advanced Marketing and Integrated Branding. She has also been an active member of CMA’s Education Committee for over 10 years.

Experience has taught Wendy that marketing is part art, part science so she teaches how to be well-rounded in both aspects – with skills for enhancing both creative solutions and ROI.

Jeffrey O'Leary, CM

Originally from New Brunswick, Jeffrey O'Leary has worked for over 13 years at Maple Leaf Foods in various Corporate Finance, Sales and Marketing positions throughout the organization. Jeff holds undergraduate degrees in Accounting & Economics, an MBA and is a CMA and CPA in Ontario. Jeff has been teaching in post-secondary education for over twelve years and is currently a lecturer at the University of Guelph and McMaster Centre for Continuing Education, a Moderator & Facilitator in the Ontario CPA program and a facilitator in the CM program.

• To cancel, a learner will select ‘credit request’ in MyBillings and select ‘refund’.
• Cancellations made greater than 14 calendar days prior to the course start date will not be penalized. A refund will be issued in full.
• Cancellations made with 14 or fewer calendar days prior to the course start date will be processed with a 50% administration fee deducted.
• No refunds past course start date.
• Refunds will be issued to the source of payment

In the Event of Program Cancellation

• We cannot always secure the minimum number of required participants to run each session. Program fees will be either credited or fully refunded in the event of a course cancellation at the discretion of the learner. 
• We take great pride in our programs and will do the utmost to make your experience with us both valuable and enjoyable. Please do not hesitate to contact us should you have any questions or concerns.