Marketing Metrics 2024 - On-Demand

Members: $595

Non-Members: $795

CM Members: $476

CM Non-Members: $636

CPD CREDITS Earn 3 CPD

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This is an on-demand course that you can start anytime. Once you register, you will be enrolled into the course within 1-2 business days.

This self-paced course is a must in today’s business environment, as marketers are increasingly more responsible and accountable for the economic impact of their programs. For many marketers, "number crunching" is often an anxiety-riddled exercise. However, let’s face it, marketing and sales is a numbers game. Learn how to calculate key business metrics to optimize costs and deliver better profits. This course examines some of the basic formulas and special arithmetic used in marketing driven companies.

Learn what is driving your senior management team from a financial perspective. Understand how to develop programs that will meet business objectives within budget parameters to deliver positive financial results. The math concepts covered are applicable to marketers of all products and services in both B2C and B2B industries.

Quantitative skills are becoming increasingly important for all marketers, so don't get left behind.

The course is comprised of 6 modules, and you will have the flexibility to complete them within 12 weeks from your enrollment date. There are two evaluations within the course: a mid-term and a final exam.

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:

Available email and video support from 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 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

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

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.

Workload:

On average, each module will require approximately 2 hours to complete. There are 6 modules in the course. You will have 90 minutes to complete the mid-term and 120 minutes to complete the final exam.

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.

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.