A key part of our process of success at creating performance-driven marketing organisations is getting agreement between Marketing and the rest of the leadership team on how marketing performance should be measured. This is a critical step in ensuring you are focused on the right data and analytics. Organisations today are dealing with increasing market pressure and competition, and an exploding amount of data. The ability to transform data into actionable business insights that can be used for improving both marketing effectiveness and efficiency is a central challenge and a critical capability for marketers.

This online course consists of a series of informative videos, insightful content and work exercises.

This class should take between five to eight hours to complete. It can be completed at your own pace.  On completion delegates receive a certificate of attendance. 

Who Should Enrol


Top management – VP, Directors, Division Heads, Senior Managers and other senior executives from:

  • Marketing and Sales
  • Brand Management/Communication
  • Strategic Marketing
  • Direct Marketing
  • Interactive Marketing
  • Product Management
  • Channel Management
  • Event Marketing
  • Advertising
  • Brand Communications
  • Database Marketing
  • Crisis Communications/Crisis Management
  • Market Research department


Course Design

Online Course

Course Content

Marketing Metrics: Two case studies.

Why we measure: Costing out alternative marketing spends (i.e. increase return or decrease investment) case study.

What we measure:

  • Customer Asset: Satisfaction, Loyalty, Behaviour (recency, frequency, monetary amount, Customer Lifetime Value (CLV), Discounted Cash Flows).

How we measure actual and expected outcomes:

  • Intermediate outcomes (purchase intent); and
  • Final Outcomes (Sales, GP%, profit, ROI).

The ROMI debate: Art and Science (use to "Guide, don't Prescribe").

Mastering advertising, promotions, events, and market communication techniques to ensure ROI for your company.

Course Highlights

  • Bite sized learning 
  • The  opportunity for delegates to work at their own pace, in the comfort of their own home or workplace, without needing to travel. 
  • Ideal for organisations with dispersed workforces 
  • A combination of bespoke video production and content curated by experienced faculty and subject matter experts
  • Certificate of attendance or digital credentials.

Learning Outcomes

  • To understand the financial impact of their marketing, sales and go-to-market channel plans (distribution).
  • Whether you're in a down or upswing economy, ROMI is your ticket to been taken seriously in the boardroom. 
  • Take a new look at your integrated marketing communication (IMC) techniques and calculate through research, just how effective your campaign is -- before, during and after.
  • It should change the way your company thinks about marketing and the way your marketing team operates.
  • It will certainly improve your assertiveness when dealing with the C-Suite


Various exercises and MCQ’s


The Financial Planning Institute of Southern Africa

CPD Category: General

Approval Number: FPI22021710

FPI Points: 2.50


On completion delegates receive a certificate of attendance. 

2.5 General Points

2.5 Max Points

Enquire Now

Return on Marketing Investment (ROMI), is about justifying and innovating better campaigns to optimise your marketing "spend" or rather marketing "investment".