MKX5741

Marketing data analysis ( 6 points, SCA Band 2, 0.125 EFTSL)

Leader: Peter Gome Evening Richard Laney Block (3-7 July)

Offered:
Caulfield First semester 2006 (Evening)
Caulfield Second semester 2006 (Evening)
Caulfield Second semester 2006 (Off-campus)

Synopsis: Increasingly organisation boards are requiring marketing to articulate value drivers. This unit explores the use of marketing data to enable effective decision-making. The ability to evaluate and anticipate the marketing department's role within theorganisation is of increasing importance.

Assessment: Presentation: 20% + Assignment: 40% + Examination (2 hours): 40%

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

Prerequisites: Students enrolled in course 3802 (M Mktg Stream B) have no prerequisites. All other students must pass MKX9160 or MBA9006.