Postgraduate - UnitMKF5200 - Assessing marketing performance

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.

Synopsis

Evaluation of a marketing program is a critical ingredient of the marketing director's role. This unit examines various means of diagnosing, assessing, tracking and evaluating performance and modifying actions to improve marketing operations.

Outcomes

The learning goals associated with this unit are to:

1. conduct a comprehensive marketing productivity analysis using marketing audit models
2. determine the adequacy of the existing organisational information systems and marketing effectiveness measures
3. complete a strategic marketing policy review and design information systems to improve control and modify analysis procedures
4. present the audit approach (philosophy); key information issues, control and modification procedures to class
5. develop and adopt marketing audit model to suit circumstances.

Assessment

Within semester assessment: 70%
Examination (2 hours): 30%

Chief examiner(s)

Samir Gupta

Contact hours

3 hours per week

Prerequisites

Students must have passed one of the following units MKX5461, MKX9160, MKX9550 OR MBA9006 before undertaking this unit.