Crash course in controlling for marketing and product management

The critical question of return on marketing

• Managing effectiveness and efficiency in marketing
• Tasks of marketing controlling: from control to management
• Planning the marketing budget as a prerequisite for target-oriented marketing
• Instruments and organizational integration of marketing controlling

Strategic marketing controlling to manage long-term market success

• Marketing audit as an introduction to marketing controlling
• Focusing activities on the right customers:
  Methods for customer selection and prioritization
• Brand funnel analysis to identify strengths and weaknesses in customer processing, from new customer acquisition to customer loyalty

Operational marketing controlling to manage short and medium-term market success

• Marketing calendar for the coordination of marketing activities
• Contribution margin accounting to identify sources of profit and loss
• Controlling the central marketing instruments
• Communication controlling and controlling of advertising impact
• Develop and apply meaningful KPIs

Marketing cockpits as a basis for decision-making

• Creating transparency and making success visible with marketing cockpits
• Methods for structuring key marketing figures
• Success factors for the creation of marketing cockpits
• Selected best practice examples for marketing and sales cockpits
• Marketing cockpit workshop: Create your own marketing cockpit