Innovative educational technologies in higher education - marketing activity effectiveness measurement in system maple

Abstract

Increased requirement of the practice for measurement of marketing activity effectiveness leads in higher education to the pressure on applying the methods of quantitative disciplines and on construing own methodologies when processing and evaluating researches of economic and social phenomena. Application of sophisticated methods of marketing measurement activities as the basic marketing tools for measurements enables inter alia creation of the communication harmony between different functional corporate sectors (marketing is thus encouraged to speak “in the same language” which stresses effectiveness of its planned and realized activities). The appropriate and competitive reaction of the companies and other subjects to the challenges of markets seems to be one of the key issues of current managerial decision making. That’s why marketing as an area of market challenges solving should be prepared to communicate the problems with own tools and activities effectiveness. The aim of the paper is evaluate present situation in marketing literature regarding to the measurement of marketing activities effectiveness and advice of possibility to use sophisticated methods for their evaluation. The paper highlights certain possibilities of application of mathematical modelling in the Maple system for teaching, practice and research. General lack of the data and appropriate software for the improving level of the higher education in the area of marketing activities and their measurement open the space for deep discussion between theoretical and practical issues and possibilities to use this tool in the tertiary education, research and company managerial decisions. Results of the executed research in the companies in Czech Republic (2010) showed us interesting quantitative information regarding the application of the selected marketing metrics. The key conclusion seems to be turn to more attention into research in this area and deeply verify possibilities of the Maple in all of mentioned highlights in the paper.