Course: Marketing Analysis credits: 5
- Course code
- CIVB22MKA
- Name
- Marketing Analysis
- Study year
- 2026-2027
- ECTS credits
- 5
- Language
- English
- Coordinator
- M. Stolyga
- Modes of delivery
-
- Tutorial
- Assessments
-
- Corporate Social Responsibilty - Assignment - Other assessment
- Finance - Assignment - Computer, organised by STAD examinations
- Marketing Analysis - Assignment - Other assessment
Learning outcomes
Learning Outcomes
After successfully completing this course, the student is able to:
After successfully completing this course, the student is able to:
- analyse a company’s brand mission and recommend improvements in line with Marketing 3.0 principles
- assess marketing project-related decisions based on period profit, cash flows, and net present value
- assess marketing campaign-related decisions based on relevant financial metrics
- apply and justify suitable marketing models from theory in external and internal analyses in a case situation
- use a systematic route to solve marketing challenges
Content
Content
This course uses three topics to provide a comprehensive view on market analysis.
Marketing, Sales & Communication
You will learn the theory for conducting internal and external analyses in preparation for a strategic marketing plan. Internal analysis includes a marketing audit to assess the company’s marketing effectiveness. External analysis covers customer, industry, and competitor analysis. By using a structured system and tools based on marketing theory, you will understand the benefits of a systematic approach in solving marketing challenges.
Financial Management
You will learn which metrics evaluate digital marketing campaigns, marketing channels, and (capital) marketing projects. Metrics include conversion rates, customer acquisition cost, sales by channel, return on investment, payback period, and net present value. You will create a dashboard in Excel to transform inputs into actionable outputs.
Organisation & Corporate Social Responsibility (CSR)
Building on previous CSR knowledge, you will explore sustainability from a strategic perspective. You will understand how integrating sustainability and Marketing 3.0 principles into a company’s mission, vision, and values affects stakeholders, including customers, employees, and shareholders. The course covers the evolution of marketing to address deeper social, cultural, and environmental needs and demonstrates how brands can impact poverty, sociocultural changes, and environmental sustainability.
Literature/study materials
See Brightspace or intranet.
This course uses three topics to provide a comprehensive view on market analysis.
Marketing, Sales & Communication
You will learn the theory for conducting internal and external analyses in preparation for a strategic marketing plan. Internal analysis includes a marketing audit to assess the company’s marketing effectiveness. External analysis covers customer, industry, and competitor analysis. By using a structured system and tools based on marketing theory, you will understand the benefits of a systematic approach in solving marketing challenges.
Financial Management
You will learn which metrics evaluate digital marketing campaigns, marketing channels, and (capital) marketing projects. Metrics include conversion rates, customer acquisition cost, sales by channel, return on investment, payback period, and net present value. You will create a dashboard in Excel to transform inputs into actionable outputs.
Organisation & Corporate Social Responsibility (CSR)
Building on previous CSR knowledge, you will explore sustainability from a strategic perspective. You will understand how integrating sustainability and Marketing 3.0 principles into a company’s mission, vision, and values affects stakeholders, including customers, employees, and shareholders. The course covers the evolution of marketing to address deeper social, cultural, and environmental needs and demonstrates how brands can impact poverty, sociocultural changes, and environmental sustainability.
Literature/study materials
See Brightspace or intranet.
Included in programme(s)
School(s)
- Entrepreneurship, Communication & Marketing