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
- Available email and video support from a marketing expert
Recorded videos with synchronized PowerPoint presentations
Discussion boards for collaboration
- Technical Support
- Anywhere and anytime access
Flexible to suit your schedule
No travel time
Interactive learning experience
- Online Certificate in Marketing Metrics awarded upon successful completion of all course requirements
CMA’s Marketing Metrics 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
- Defining the Market
Session 2: Business Profit & Loss Components
- Defining the Profit and Loss Statement:
Cost of Goods
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
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
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.
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.
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.
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.
We will provide a refund less an administration fee of $25 for cancellation requests received within 7 days of purchase for any on-demand course which has not been accessed and/or opened. Any on-demand courses which have been accessed and/or opened are no longer eligible for refunds. To cancel, a learner will select ‘credit request’ in MyBillings and select ‘refund’, refunds will be issued to the source of payment and may take up to 4 weeks to be completed.