Hardeep Sidhu100.212.035

Daniel FawcettApril 20th, 2012

MRKT 3240Marketing Information Management

Hardeep Sidhu100 212 035

Daniel FawcettApril 20th, 2012

Lessons LearnedMarketing Information Management is one of the most challenging courses a marketing student at Kwantlen Polytechnic University will experience. But it is also one of the most.

Since high school we have been taught that in math there is certainty; That there is always one answer. But after analyzing different marketing problems within different business cases through this course, that lesson we learn early on does not seem so concrete.

Working through these cases has brought about a realization that one problem can have many solutions. The solution depends on the marketer’s interpretation of the case, the assumptions made, and definition of success. For example, one marketer may choose to define success by the bottom line and another may define success by an increase in revenue (or other criterion). The assumptions made are necessary to state in order to justify why a problem is approached with the definition of success chosen.

Internet marketing metrics was the most exciting portion of the course. Working on the Google Adwords campaigns of real businesses revealed how much many companies are willing to invest into their businesses without considering return on investment. It is surprising that many businesses invest so much time and funding into a marketing project and continue to do so, even when there is a loss, simply because they are unaware of the actual return for their business.

The most important tool gained from this course is a change in perspective. Audience reach is only a portion of what marketing is all about. This new understanding of metrics has emphasized the importance of marketing ROI and other quantitative measures because such measures can provide a business with more

sound reason to invest in a marketing strategy.