This is a stand alone module from the Chartered Institute of Marketing (CIM) Professional Certificate course. It examines the role of marketing metrics and establishes how an understanding of a range of measurement techniques can enable organisations to achieve marketing insights and strategic decision making. It provides an appreciation of how these techniques, aligned to business objectives, can establish and determine marketing effectiveness. It outlines the value of using appropriate data sources to enable analysis, and employing appropriate analytics tools and techniques to ensure effective marketing.

There will also be a £50 membership and assessment fee, payable to CIM, required to gain this qualification.