How are marketing students assessed on campaign performance when real sales data is unavailable?
When real sales data is unavailable, marketing students may be assessed using proxy measures and evidence of campaign effectiveness. These can include simulated results, survey or focus-group responses, website and social-media analytics, reach, engagement, conversion intentions, budget use, and the quality of their objectives, research, strategy, creative work, analysis, and recommendations.
Key points
- Assessment may combine quantitative indicators with a written report, presentation, or campaign portfolio.
- Students may be asked to justify assumptions, explain measurement methods, and evaluate limitations.
- Client or tutor feedback and peer assessment may also contribute, depending on the course.
Things to check
- The assessment criteria and weighting vary by university and module, so the official module description or assessment brief should be checked.