MKC3120

Marketing implementation ( 6 points, SCA Band 2, 0.125 EFTSL)

Leader: Mr Peter Scholem

Offered:
Clayton Second semester 2006 (Day)

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: Assignment(s): 60% + Examination (3 hours): 40%

Contact Hours: 3 hours class contact or equivalent per week.

Prerequisites: MKC1200 MKC2210, MKC3130