Measuring Marketing Performance
In many organizations, marketing exists far from the executive suite and the boardroom. This tutorial instructs students how to improve the link between high level corporate strategy and the marketing function. First, students are exposed to three companies in which marketing programs are tightly aligned with corporate strategy. Second, students learn how to create a marketing dashboard that can reveal the true performance of their companies' marketing activities. The resulting dashboard can be used to inform boards of directors and senior leaders as to how well their marketing efforts are supporting customers' needs. Lastly, the tutorial takes students into the Harvard Business School Executive Education classroom, where they can experience first-hand how other executives learned to master the marketing dashboard creation process.