This module consists of three units with two learning outcomes each. Each learning outcome will be covered by the related assessment criteria (weighting indicated in brackets).

By the end of this module you should be able to:

Unit 1: Metrics and analytics

• Understand the role of marketing metrics (15%).
• Understand the significance of different measurement techniques across a range of market contexts (10%).

Unit 2: Measuring effectiveness

• Know the relevant measures of marketing performance (15%).
• Apply marketing metrics to establish the effectiveness of marketing activities (20%).

Unit 3: Analytics for decision making

• Understand appropriate sources data analysis (15%).
• Utilise various analytics tools and techniques for marketing insight and strategic decision making (25%).

Assessment: Work-based assignment

A 16 page assignment, of three tasks, based on a given scenario and an organisation of choice. Our assessments comply with regulatory requirements, are fit for purpose, fair, valid, reliable and manageable to ensure confidence in the standard of learner achievement.

Time

Each module consists of three separate full-day Friday sessions at the University of Amsterdam Business School and will take about 3 months to complete (estimated 100-150 study hours). The full qualification usually takes about 15 months to complete.

Next to the small group sessions with fellow professionals, you will be assigned a tutor who will help you to prepare your company projects or exams. They guide you through the whole course up until the examination.

During the whole course you will have access to the online marketing platform of the Cambridge Marketing College, where you can find all sessions also in webinar form as well as a plethora of marketing knowledge and tools that can help you to improve your assignments and your skills on the topics of each module.