Graduation Year


Date of Submission


Document Type

Campus Only Senior Thesis

Degree Name

Bachelor of Arts



Reader 1

Marc Massoud

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© 2015 Karan Malik


This paper looks at Robert Kaplan and David Norton’s framework of the Balanced Scorecard (BSC) and strategy maps and their application to measuring performance at the level of the marketing business unit. It will begin by looking at the model itself and how it has evolved from solely being a performance measurement system to a strategic management system.

It then applies this framework to the marketing function, which according to Peter Drucker, is one of the two main functions of business; the other being innovation. It also looks at the shortcomings of the traditional measurement systems for marketing – mostly financial measures as well as some newer methods such as marketing performance dashboards. It will also then address some of the shortcomings of the balanced scorecard framework when being applied to corporations.

This thesis is restricted to the Claremont Colleges current faculty, students, and staff.