| Evaluating Brand Communication $199.00 Course Length: Approximately 1 hour Course overview: The ever-increasing pressure for accountability places even greater emphasis on measurement and evaluation in the practice of Brand Communication. Evaluating Brand Communication looks at measuring effectiveness from two perspectives: marketing and finance. With predictive mearues and criteria become less relevant, one notion currently being explored is the concept of “engagement,” which is viewed as being more relevant in todays environment. Additionally, many marketers are using more concrete evaluation measures that are either sales based (e.g., volume, share, growth, etc.) or sales related (e.g., traffic, inquiries, leads, etc.). This course also discusses how marketing and Brand Communication contributes to overall business performance. Specifically, this deals with the financial impact of Brand Communication on a brand’s business, using the leading methodologies for measuring brand equity and how marketing effectiveness can contribute to brand valuation in financial terms. Technical Requirements: Computer audio and video (see Technical Support link for details) About the Sage: TBD |
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