Marketing Performance Measurement


Who we look for

This workshop is designed for entrepreneurs and (young) executives in business, administration, politics, and culture wishing to professionally realize strategic marketing activities and relevant operational decisions.

What we offer

In this workshop you will be introduced to the different methods to assess marketing activities and learn how to choose the method most suited to your context and goal. You will learn to understand the implications of a brand’s value and know how to adapt desired measurements accordingly.


  • Return on marketing investment: can it be measured?
  • Approaches to marketing control: from brand tracking to market response modeling
  • Brand valuation: cognitive versus financial brand equity
  • Cognitive brand equity: sample applications
  • Financial brand equity: a selection of different valuation methods


Dr. Oliver Koll
Oliver Koll is a postdoctoral researcher at the Department of Strategic Management, Marketing & Tourism of the University of Innsbruck. He is a partner and the managing director of the Institut für Marketing – Strategieberatung (Institute of Marketing – Strategy Consulting). Koll is also the director of business insights of Europanel.

This workshop forms an integral part of the MCI Marketing: Success through Professional Market Development program. The full content can be counted towards the executive certificate course.

Short Facts
  • Date(s) and time: 1-day workshop on April 13, 2018 from 9 am to 5 pm
  • Location: MCI, Universitaetsstrasse 15 or facilities close-by
  • Fee: 430 euros excl. VAT / 516 euros incl. VAT

Apply Now

Victoria Lettenbichler
Victoria Lettenbichler Office Management +43 512 2070 - 2102This email address is being protected from spambots. You need JavaScript enabled to view it.
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