Measuring Marketing Success

Measuring Marketing Success


BUSAD 5834: 7 sessions, 21 hours
Dates: Thursdays, March 8 – April 19
Time: 6:00–9:00 p.m.
Cost: $595 

Registration opens October 29th. 

Course Overview

Evaluating a campaign’s success is critical for today’s marketers. It is more than a simple ROI calculation; it requires an understanding of the variety of metrics that can tell a compelling story of value and engagement.

As a follow-up to Content Marketing, this course will examine the traditional sales funnel and explore marketing’s impact on the customer journey. It will also include an introduction to forecasting and predictive analytics.

Course Scope and Sequence

This 21-hour course consists of face-to-face lecture and class discussion. Each week will be dedicated to evaluating a different medium, including SEO, advertising, and email efforts.


Students should either have successfully completed the Content Marketing course or be familiar with marketing concepts and technology.

Who Should Attend

Measuring Marketing Success is designed for marketers looking to deepen their understanding of analytics and marketing technologies to better strategize future campaigns.

Course Objectives

The course will transform the way students view marketing’s purpose and value. At the course’s completion, students will be able to measure and evaluate the performance of a variety of campaigns and tactics.

Continuing Education Units

Continuing Education Units (CEUs) are awarded based on a standard of one unit per ten (10) hours of classroom contact.

Note: The University reserves the right to cancel courses due to insufficient enrollment or other unforeseen circumstances.

Customized Programs

Companies and organizations can have these programs conducted at Penn State Great Valley or elsewhere. Program content can be customized to meet the needs of the company. Call 610-648-3281 for information.