MK 4010

Marketing Metrics
Fall 2019, CRN 83164
Tuesday/Thursday 9:30 – 10:45 Langdale 329

Instructor Dr. Bruce K. Pilling

Office: RM 1311, 35 Broad St.
Office Hours: T/TH 11:00 – 12:00; 1:00 – 2:00; 4:00 – 5:00; also by
appointment
Phone 404.413.7673
E-mail: [email protected]

COURSE DESCRIPTION
This course is designed to demonstrate the critical role of analysis in Marketing
decision-making and to provide you with the necessary tools to conduct this type
of analysis. As RCB students, you have been exposed to a broad range of
concepts and techniques in your prior and concurrent course work. However,
you sometimes encounter difficulty in applying these concepts to specific
Marketing problems. The course is designed to bridge this gap and to equip you
with the necessary tools and experience to conduct meaningful analysis related
to Marketing decisions. This approach will help you to apply “familiar” concepts
from economics, accounting, finance and math to Marketing problems, as well as
to provide additional relevant tools to enhance your analytical capabilities. These
tools will include best-practice Marketing metrics. The course will adopt an
applied approach, with an emphasis on relevant and practical analysis. You will
assume the role of an assistant brand manager whose job is to conduct
meaningful analysis for your boss – the brand manager. Therefore, the course
is focused on preparing you for a career in Marketing, with a major emphasis on
using numbers to make better Marketing decisions. You will be able to “hit the
ground running” and to make immediate contributions in diagnosing and solving
Marketing challenges.

COURSE OBJECTIVES:
Specific sets of course objectives will be provided for each module in the course.
These objectives in turn will influence the teaching approaches used during the
semester and will serve as the basis for all quiz and final exam questions. In a
general sense, there are two critical outcomes that the course is designed to
achieve:

1. That you will develop a meaningful level of familiarity, comfort and

expertise in using numbers to improve Marketing decisions.

2. That you will be able to correctly select, calculate, interpret and utilize
specific Marketing metrics and be able to appreciate the connections
across these metrics.

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TEXT AND MATERIALS:
 Farris, Paul W., Neil T. Bendle, Phillip E. Pfeiffer and David J. Reibstein
(2016), Marketing Metrics: The Manager’s Guide to Measuring Marketing
Performance, 3rd Edition, Upper Saddle River, NJ: Pearson.
 PowerPoint Presentations (posted on iCollege.)
 Metrics Mentor movies (links posted on iCollege)
 Occasional Handouts for In-Class Exercises.
 Individual Homework Assignments (iCollege)

As teacher I have the following responsibilities:

1. Come prepared to every class with a well thought-out presentation.
2. Design my class so you can accomplish each module’s cognitive objectives.
3. Consider that it is not always your fault if you don’t understand the material.
4. Create a mutually respectful classroom environment.
5. Recognize that sometimes I may grade a question incorrectly and not to get
defensive when you politely question my grading.

As students you have the following responsibilities:

1. Come prepared to every class by reviewing previous notes and doing
assignments.
2. Complete all work on time with proper thought.
3. Consider that it is not always my fault if you don’t understand the material.
4. Treat others and me with respect.
5. Ask questions in class when you don’t understand.
6. Understand that I am not trying to “nit-pick”” when I grade your exams or
homework. Marketing analysis requires articulate communication of ideas.

Welcome to my class and I look forward to teaching you this semester.

Methods of Instruction:
Lecture, discussion, in-class exercises, metrics mentor, homework and quizzes.

Attendance, Participation and In-Class Exercises

Regular class attendance will greatly improve your comprehension of marketing
metrics. I expect you to be prepared and PROMPT in arriving for class. In-class
exercises will be conducted during the semester.

GRADING
We will follow a plus/minus grading system, using the following scale:
(http://www2.gsu.edu/~wwwphl/adandst/plusmin.html).

Letter Number Letter Number Letter Number

A+ 98-100 B 83-86.9 C- 70 -72.9
A 93-97.9 B- 80-82.9 D 60-69.9
A- 90-92.9 C+ 77-79.9 F 59 or below
B+ 87-89.9 C 73-76.9

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Grading Criteria:
Grading Component Weight

3 Quizzes @ 24% 72%

Final Examination 24%
Case Write-Up 4%
Total Points 100%

COURSE POLICIES: The course syllabus provides a general plan for the
course; deviations may be necessary. Students are responsible for all decisions
and announcements made during class.

Students with Disabilities: Students who have a Letter of Accommodation

from the Office of Disability Services should identify themselves to the instructor
of this course as soon as possible. That way provisions can be made to help you
become as successful as possible.

Statement on Expected Professional Conduct

The Robinson College of Business believes that professional conduct in and outside of
class is important to the development of successful business people. RCB has
established the following set of professional expectations for our students:
http://robinson.gsu.edu/students/undergraduate-resources/professionalism/.

Additionally, we expect faculty and students in our classes to be familiar with and
adhere to GSU’s codes and policies, including the:

Disruptive Behavior Policy: http://codeofconduct.gsu.edu/files/2013/03/2014-

2015-Section-IV-A-Disruptive-Student-Conduct-in-Classroom-or-Other-Learning-
Environment.pdf

Code of Academic Honesty (under section 1380):

http://codeofconduct.gsu.edu/files/2013/03/2014-2015-Section-II-Academic-
Conduct-Student-Code-of-Conduct.pdf

By expecting adherence and enforcing these policies, the Marketing Department

seeks to create a civil environment for students and faculty and one in which a
student’s progress truly reflects his or her own learning and growth.

Civil behavior is conducive to a positive learning and working environment.

While college may be a more casual environment, students and faculty are still
expected to conduct themselves in a professional manner, respecting the
authorities and rights of others.

GSU ACADEMIC HONESTY POLICY: All university and college regulations

concerning academic honesty shall apply. In general, students are expected to
recognize and uphold standards of intellectual and academic integrity. The
university assumes as a minimum standard of conduct in academic matters that
students be honest and that they submit for credit only the products of their own
efforts.

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It is particularly important that students read and understand the portions of the
University Policy on Academic Honesty that relate to plagiarism, unauthorized
collaboration, falsification, and multiple submissions. The University Policy on
Academic Honesty is explained in detail in the student handbook, On Campus,
available online at http://codeofconduct.gsu.edu/files/2013/03/2014-2015-
Section-II-Academic-Conduct-Student-Code-of-Conduct.pdf. This Policy
represents a core value of the University. All members of the University
community are responsible for knowing and abiding by its tenets. Students are
expected to carefully review the online Policy prior to undertaking any research
or other assignments.

Behavior consistent with College and University policies on academic honesty and
treatment of members of the University community is expected of all. Cheating,
plagiarizing, submitting the material for credit in more than one class, and other
deceptive conduct with respect to a student’s work output will be dealt with
according to the University Policy on Academic Honesty.

Plagiarism and misrepresentation of work are serious offenses, which can lead to
expulsion and a grade of “F” for the course. Plagiarism includes, but is not
limited to, taking material from any source written by another and presenting it
as your own by failing to indicate full and accurate attribution to the correct
author/creator. This includes marginally altering material taken from another
source and calling it your own creation. Plagiarism includes materials taken from
internet sources. Proper citation requires quote marks or other distinctive set-off
for the material, followed directly by a reference to the source. The source
details may be in the footnotes/endnotes/references section, but only listing a
reference without proper indication in the text is not proper attribution and can
be considered plagiarism. Misrepresentation of work includes, but is not limited
to, presenting material that was prepared for another class or outside work as an
original work product that was produced for this class. All work turned in for this
class is represented by the student(s) to be original material prepared in
fulfillment of this course’s requirements.

Students are encouraged to discuss freely with faculty any questions they may
have pertaining to the provisions of the Policy on Academic Honesty prior to
submitting assignments. Lack of knowledge of the contents of the
University Policy on Academic Honesty is not an acceptable defense to
any charge of academic dishonesty.

In support of these policies, faculty members are urged to report immediately

any violations of these policies and to pursue vigorously the stated policies for
resolving. Similarly, students should report instances of such behavior. The
procedures for both faculty and students are documented at the sites above.

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 Date Topic Assignment
1. Tues Aug 27  Course introduction

2. Thurs Aug 29  Market Share Metrics

Ch 2 Farris et al.
3. Tues Sept 3  Market Share Metrics

4. Thurs Sept 5  Market Share Metrics Market Share HW due Sunday,

September 15th at 11:59 p.m.
5. Tues Sept 10  Market Share Metrics

6. Thurs Sept 12  Costs/Margins/Profits

7. Tues Sept 17  Costs/Margins/Profits

Ch 3 Farris et al.
8. Thurs Sept 19  Costs/Margins/Profits

9. Tues Sept 24  Costs/Margins/Profits Cost/Margin Homework due

Sunday, October 6th at 11:59 p.m.
10. Thurs Sept 26  Quiz #1

11.Tues Oct 1  Costs/Margins/Profits

12.Thurs Oct 3  Pricing

13.Tues Oct 8  Pricing Ch. 7 Farris et al.

14.Thurs Oct 10  Pricing Pricing Homework due Sunday,

October 20th at 11:59 p.m.
15.Tues Oct 15  Pricing

16.Thurs Oct 17  In-Class Case

17.Tues Oct 22  Distribution Ch. 6 Farris et al.

18.Thurs Oct 24  Quiz #2 Distribution Homework due Sunday

November 3rd at 11:59 p.m.
19.Tues Oct 29  Distribution

20.Thurs Oct 31  Cannibalization Ch 4 Farris et al.

21.Tues Nov 5  Cannibalization Cannibalization Homework due Sunday

November 10th at 11:59 p.m.
22.Thurs Nov 7  Media Metrics Ch. 9 Farris et al.

23.Tues Nov 12  Media Metrics Media Metrics Homework due Sunday

November 17th 11:59 p.m.
24.Thurs Nov 14  Media Metrics

25.Tues Nov 19  Customer Profitability Ch 5 Farris et al.

26.Thurs Nov 21  Quiz #3
Customer Profitability HW due
27.Tues Dec 3  Customer Profitability Sunday Dec 8th 11:59 p.m.

28.Thurs Dec 5  Course Review

Thursday Dec 12  Final Exam 8:00 a.m. – 10:30 a.m.

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PLEASE READ THE IMPORTANT POLICIES AND PROCEDURES:

1. I do not give makeup quizzes. It is impossible to make an equivalent quiz

without placing the student at either an advantage or disadvantage.

2. Formula Sheets: I will provide each student with a formula sheet for
each quiz and for the final exam. The emphasis in our class will be on
understanding, applying and integrating Marketing metrics rather than on
memorizing formulas. Formula sheets will be turned in with each exam.

3. Quiz and Final Exam Conduct: During quizzes/exams we will clear

everything off the desk, except for the quiz, the formula sheet, pens or
pencils, an eraser and a calculator. Cell phones cannot be used to do
calculations and need to be turned off and stored. Caps cannot be worn
during exams.

5. If you miss one quiz with a legitimate excuse, you can either choose to
receive your final exam grade for that quiz or apply the grade of the
following quiz to the missed quiz. You do not have to make your decision
until you know your grade on the following quiz.

Legitimate excuses: a. Due to illness.

b. Due to business.
c. Death in family.
d. Other excuses on a case-by-case basis.

Please read carefully: I must be informed before the quiz to count as

an excused absence. If you cannot reach me, leave a message on my
answering phone or email me. Notifying me after the quiz has begun will
result in a grade of zero for that quiz.

6. If you miss one quiz without a legitimate excuse, you will receive a
grade of zero for that quiz. Then the final exam grade will replace the
grade of zero and the weight of the final will increase.

7. I will replace your lowest quiz grade with your grade on the final exam,
should that be to your advantage. If you miss a quiz during the semester,
the final exam grade will replace the missed quiz grade of zero.

8. Students have access to their most recent quiz until the next quiz is taken.

9. I do not give additional projects to increase your grade.

10. While I do not expect cheating in my class, the penalty is an F for the
course. Cheating occurs when you look at one or more students' papers
during a quiz/ exam or when you permit another student to copy off of
your exam.

11. Although I will try to maintain the class schedule and objectives, I may
need to make adjustments.

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12. Homework

a. The purpose of the homework is to reinforce the concepts covered in the

corresponding module. The homework score will also give you feedback
on the level of mastery of the module concepts. If a student struggles
with the homework he/she will struggle with the exam.

b. The homework will be similar to many of the exam questions.

c. Each student will complete homework modules online through the quiz
function in iCollege. The deadline for each homework assignment is
listed in this syllabus and also on iCollege. Procrastinating the homework
can hurt your score. Remember that iCollege often undergoes
maintenance on the weekend (it might be a good idea to complete the
homework ahead of the deadline).

d. Homework will impact your course grade in the following ways:

i. Scoring 80% or higher on a homework module results in a 1%

addition to the student’s overall course score.

ii. Scoring less than 70% on a homework module results in a 1%

reduction in the student’s overall course score.

iii. In order to receive homework credit, a given homework attempt

must be completed in 4 hours running time. You can take longer
than 4 hours to complete a given homework attempt but will not
receive credit for any attempt taking longer than 4 hours.

iv. A student may attempt the homework as often as necessary or

desired. The homework also serves as partial practice or as a
sample test. In order to receive credit for the homework, a student
must complete the homework in 4 hours.

v. Each homework question will tell you the acceptable format for
reporting your answer. iCollege will grade the question based on
the stated format. If your answer format does not correspond to
the stated format the question will be graded incorrect. For
example, the question might give the following format: “round your
answer to the nearest unit”. If you include a decimal place in the
your answer iCollege will grade the answer as incorrect. As another
example, the question might give the following format: “round your
answer to 2 decimal places”. If you rounded the answer to a whole
number iCollege would grade the answer as incorrect.

e. There are three significant reasons to do the homework: 1) receive

feedback on level of mastery of course concepts; 2) improved test

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 performance; and 3) avoid the penalty for missing the homework
deadline/receive points for successful completion.

13. Study Groups: You may find it beneficial to review course material in
preparation for the quizzes and the final exam in study groups. I would
encourage you to do so. Your homework group may work well.

14. Very Important: I base my quizzes and final exam on my objectives. If

you can master my objectives you will do well.

15. Your constructive assessment of this course plays an indispensable role in

shaping education at Georgia State. Upon completing the course, please
take the time to fill out the online course evaluation.