Assessing marketing performance
Mr Ken Grant
6 points * One 3-hour class per week * First semester * Caulfield * Prerequisites: MKT6160 and MKT6120
Synopsis Evaluation of the degree of success or otherwise of a marketing strategy and program is a critical ingredient of the marketing director's role. This subject examines various means of diagnosing, assessing, tracking and evaluating performance and modifying actions to improve operations.
Assessment Participation: 10% * Assignment (4500 words): 45% * Oral: 15% * Final examination (2 hours): 30%