The Profit Impact Metrics Certificate covers margins (revenues and percentages), markups, relationship of selling prices to margins, forward and backward chaining, calculating margins in multi-level distribution channels, breakeven analysis, unit and dollar breakeven sales, variable, fixed and average costs, marginal costs, contribution margin, target profit and volume, price-volume interaction, cannibalization, and fair share draw. Requires successful completion of the following MBTN modules: Margins 1: Introduction or Margins 2: Channels, Breakeven Analysis, Profit Dynamics, and Cannibalization.
MBTN Certification
Certification to help you land that new job. Knowledge to help you succeed.MBTN Academy currently offers six Marketing Metrics and Analytics Certifications. Upon successful completion of the certification requirements and achieving 80% or higher on the certification exam, an electronic certificate is created that is valid for five years. A unique link is provided that may be integrated with a LinkedIn profile or an electronic resume. Please note that the certification exams are challenging, so successful completion is a significant accomplishment and represents real value to current and potential employers.
DESCRIPTION
Profit Impact Metrics
Measures of Marketing Profitability
CERTIFICATE
Advertising Metrics
Advertising and Web Metrics
The Advertising Metrics Certificate covers impressions, gross rating points, CPM, reach, frequency, share of voice, hits, pageviews, visits, visitors, clickthrough rate, cost per click, cost per order, cost per customer acquired, bounce rate, abandonment rate, and cost per friend. Requires successful completion of the following MBTN modules: Advertising Metrics and Web Metrics.
Customer Lifetime Value Metrics
Concepts, Measures, and Factors Affecting Customer Lifetime Value
The CLV Certificate covers the concept of CLV, customer margins, factors affecting customer profitability, multi-period revenue streams, three different methods of calculating CLV and CLV remaining, retention, attrition and churn rates, discount rates, and customer acquisition cost (CAC), and the importance of the CLV to CAC ratio. Requires successful completion of the following MBTN modules: Customer Acquisition Cost, Customer Lifetime Value 1 and 2.
Distribution Metrics
Channel Metrics and Sales Forecasting Based on Simple Hierarchy of Effects Model
The Distribution Metrics Certificate covers calculating margins in multi-level distribution channels, numeric distribution, all commodity volume (ACV), product category volume (PCV) and out-of-stocks, hierarchy of effects, awareness, availability (ACV%), trial rate, and repeat purchase. Requires successful completion of the following MBTN modules: Margins 2: Channels, Distribution Metrics, and New Product Forecasting.
Pricing and Demand Analytics
Price/Volume relationships and Elasticity of Demand
The Pricing Analytics Certificate covers target profit and volume, price-volume interaction, maximum willing to buy, maximum reservation price, profit maximizing price, and pricing and elasticity under conditions of a linear relationship between price and demand and constant elasticity. Requires successful completion of the following MBTN modules: Profit Dynamics, Pricing 1 and Pricing 2.
Marketing Mix Metrics
Broad Skills Focused on Elements of the Marketing Mix
The Marketing Mix Metrics Certificate is our broadest micro certification and covers the content of six of our modules. If you’re after a challenge, this is the certification for you! Requires successful completion of the following MBTN modules: Advertising Metrics, Distribution Metrics, Pricing 1, Promotion Metrics, Sales Force Management 2 (Pipeline Analysis), and New Product Forecasting.
The certification exams and requirements were developed and designed jointly with Paul Farris, Author of Marketing Metrics 4e, and Professor of Marketing at the Darden School of Business at the University of Virginia. There are two requirements to qualify to sit for the certification exam. First, that the appropriate modules for the certificate have been selected for the course (as noted above). Second, that a score of 100% is achieved on all modules in the particular certification (regardless of any in class requirements).
Upon successful completion of the certification exam (80% or higher score), an electronic certificate is created that is valid for five years. A unique link is provided that may be integrated with a LinkedIn profile or an electronic resume. Faculty should contact MBTN at the beginning of the semester if they would like the certification exams to be available for their students (but again, the appropriate modules must be part of the curriculum). There is no additional cost for the certification process or to take the certification exam when used with the appropriate modules.