MKC3120

Marketing implementation

(BUS)

Ms Susan Freeman

6 points + Two 1-hour lectures and one 1-hour tutorial each week + Prerequisite: MKC1200 or MKC2200, MKC2210, MKC3130 prohibition: MKF3121

Synopsis: Introduction to the recent literature relating to implementation, evaluation and control of marketing strategies. Current concepts, theories and applications are addressed in the areas of market orientation, internal marketing, customer service and loyalty issues in marketing, brand equity, relationship marketing, marketing productivity analysis, marketing financial performance analysis, marketing organisation, database marketing, the use of technology information processes and marketing performance assessment.

Assessment: Individual case study (5000 words): 20% + seminar presentations 20% + Examination (3 hours): 60%