The Arrow Group, Ltd

World Class Offerings > Management Development Programs > Managing Marketing ROI

Managing Marketing ROI (2 days)

In today's difficult competitive times, organizations need to understand what determines the Return on Investment they obtain from their marketing efforts so that they can make informed decisions. This knowledge-packed and applied program examines the links between marketing activities and ROI and how to measure and manage marketing ROI.

During the program, Don Sexton provides participants with proven and systematic approaches and tools to estimate the return on investment from marketing decisions concerned with pricing, advertising, sales force, products and services, and branding. Throughout the program, examples are used to make the ideas and methods clear and useable by the participants in their own situations.

Learning Objectives
During the program, participants will:

  • Learn how to estimate the return on investment from marketing activities and programs such as pricing, advertising, sales force, and branding.
  • Explore the main components of return on investment and how they can be managed.
  • Examine how standard financial statements such as the income statement and balance sheet can be used to provide information for determining marketing ROI.
  • Understand the important applications of the contribution or variable margin rate.
  • Learn how to make pricing decisions that improve ROI.
  • Learn how to estimate the value of a customer to an organization.
  • Explore how to determine the value of a brand.
  • Practice applying methods and tools for measuring and monitoring marketing and branding ROI.

Who can benefit

  • Business managers.
  • Product or service managers.
  • Marketing managers.
  • Brand managers.
  • Marketing communications managers.
  • Finance managers involved with marketing decisions.

Teaching Methodology

A variety of teaching techniques are employed, including lecture/discussions, workshop sessions, and case discussions.

The lecture/discussions are designed to provide the participants with a framework for developing brand strategies. During these highly interactive sessions, many current illustrations from a variety of industries, both industrial and consumer, product and service, are used to make the conceptual points vivid and memorable.

During workshop sessions, participants work in teams to apply proprietary techniques to specific brand management issues involving markets and customers. Participants often use these techniques to develop their own brand strategies.

Case discussions engage the participants in examination of specific branding issues. These are one- or two- page cases that are focused on a particular issue such as reinforcing or defending a brand. These short cases are designed to develop vigorous discussions of key points regarding brand management.