Marketing for Measurable Change

Marketing for Measurable Change evaluates the tools and strategies that companies use to achieve mission-based objectives.

Students participate in projects with corporate or organizational sponsors developing strategies to improve these key performance indicators. Project steps and learning objectives may include defining the strategic path that motivates stakeholders to dedicate needed resources, evaluating the data to identify target customers and associated opportunities, forming plans and budgets for how to change behavior using one or more marketing strategies/tools, and tracking and reporting progress in ongoing data metrics.

We prioritize projects facing challenges in changing behavior, such as when a new product’s potential customers are strongly attached to an incumbent or when opportunities for sustainable change exist with those placing low value on sustainability. Students will have the option to source their own projects, following a multistep project development and approval process prior to the course.

Project Examples


The John G. McCoy-Banc One Corporation Professor of Marketing

Who Should Register

Marketing for Measurable Change (ALP 306) is available to the following students:

  • Students interested in entrepreneurship, product management, cross-functional roles linking actions and strategies to performance objectives, and marketing roles that involve communication, product, and pricing strategies
  • Second-year MBA and all MSx students at Stanford GSB, as well as other Stanford graduate students