1. Explain the general purpose of the metric. In your own words (using the information from textbook and lecture) what is the point of this metric?
2. Explain the general formula & calculation. Using the formula presented in lecture & book explain how it works (i.e., how it is constructed, what input data you need)?
3. Showcase an application of the metric in a Business Case using ONE company of your choice. Illustrate the purpose, calculations and interpretations for a company of your choice. You must use real numbers for your calculations which you obtain from external sources. For example, industry reports you can use University databases, such as MarketLine/Datamonitor, Passport GMID/Euromonitor, IBIS, Mintel, the business press, annual reports. Avoid re-using the examples discussed in the class and textbook.
4. Discuss special considerations & potential problems with the metric in your Business Case. Discuss the potential problems and considerations regarding the metrics use by the company of your choice. Link the findings from your business case with the information you have from lectures and the textbook to flag specific extra consideration and potential problems or shortcomings of the metric.
5. Engage with your class students and the presenters: You are expected to engage with your audience during/after your presentations through Q&A and/or Discussion session. You will also need to demonstrate engagement with the fellow presenters with follow up questions, feedback, queries, value added discussion etc. based on their respective presentations.
The presentation must not be more than 10 slides (excluding title, table of contents, and reference slides). Top-graded presentations typically have 10 slides. Exceeding the slide maximum limit will be negatively marked. We will deduct 10% per slide you go over.
And your presentation must not be longer than a maximum of 500 words in total.
Hints & Tips:
For this Assignment, you will have to read the chapter corresponding to for the allocated
metric in the textbook: Marketing metrics: The manager’s guide to measuring marketing
performance (3rd ed.). Upper Saddle River, NJ: Pearson (Second edition is also
acceptable). Also use the information from the lecture on the metric.
Make it easy on yourself and chose a company (for the business case) based on where
you find information on your metric.
Spend about one third (approx. 4 minutes) of your time on the generic explanation of the
metric (i.e., general purpose, general formula and considerations & potential
problems) and two thirds (approx. 6 minutes) on the specific business case application
(i.e., Application to a Business Case).
Do not only provide a summary of the book chapter try to build a value added
perspective of your metric and how it applies to your business case.
Good presentations of a metric are expected to go beyond the content covered in the
class. Since you are provided the purpose of metric, construction/formula, and general
considerations in lecture, you should really focus on finding/developing a relevant
example/mini case. This should be based on real data, for a real company/brand.
Keep the description of the purpose and construction of your metric short but ensure that
you explain it in an understandable manner so that that students in the workshop can
understand them.
Present company example in detail. Try to avoid speaking off-topic (e.g., avoid
explaining company background etc. for too long). Focus on the application &
interpretation of the metric to your companys case.
Please be mindful of the other workshop presentations happening as you will need to
demonstrate engagement with other presenters with follow up questions, feedback,
queries, value added discussion etc. based on their respective presentations
Your company example can be based on library database information
(MarketLine/Datamonitor, Passport GMID/ Euromonitor, IBIS, Mintel), the business
press, annual reports, etc. Use relevant and reliable sources of business information.
List all your references properly at the end of your presentation.
Do not send assessment drafts prior to submission for feedback to your Workshop
Leader. Asking for a draft pre-evaluation would be comparable to asking your Lecturer to
pre-evaluate your final exam answers while you are still sitting the exam. For this
reason, we cannot respond to pre-evaluation requests. If you are not confident on a
particular data outcome, then would advise you to change and focus on another set of
data/context/case.
