Award in Mastering Metrics


This Level 6 award examines the importance of managing marketing data in effective marketing decision making. It presents the role of marketing metrics within the organisation and establishes how an understanding of a range of measurement techniques can enable organisations to achieve marketing insights and strategic decision making.

You will gain an appreciation of how measurement techniques – aligned to business objectives – can establish and determine the effectiveness of marketing activities. You will also learn the value of using appropriate data sources to enable effective marketing analysis and of employing appropriate analytical tools and techniques to ensure effective marketing decision making.


Accredited by the world’s largest institute of Marketing Professionals

This qualification is accredited by the Chartered Institute of Marketing (CIM) who is the leading international professional marketing body with some 41,000 members worldwide. First established in 1911, it has for over a century, defined the marketing professional standards that operate in the UK and is the global champion of best marketing practice.

Module Structure

This module comprises three units of two learning outcomes each. Each learning outcome will be covered by the related assessment criteria and will be assessed by way of examination.

Learning Outcomes

  • Unit 1: Metrics and analytics
    • Understand the role of marketing metrics (15%).
    • Understand the significance of different measurement techniques across a range of market contexts (10%).
  • Unit 2: Measuring effectiveness
    • Know the relevant measures of marketing performance (15%).
    • Apply marketing metrics to establish the effectiveness of marketing activities (20%).
  • Unit 3: Analytics for decision making
    • Understand appropriate sources of data for marketing analysis (15%).
    • Make use of various analytical tools and techniques for marketing insight and strategic decision making (25%).

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Assessment: work-based assignment

The assessment will require submission of a 12- page assignment based on a given scenario and an organisation of choice. The assignment is broken down into three tasks.

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