MKX5741 - Marketing data analysis

Leader: Dr Civilai Terawatanavong

Offered

Caulfield First semester 2007 (Evening)
Caulfield Second semester 2007 (Evening)

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.

Objectives

The learning goals associated with this unit are to:

• apply the fundamentals of shareholder value to industries, companies and marketing activities
• develop and assess Participation, Marketing and Operations strategies for various companies
• analyse a company contrasted against its competitors and its industry utilising relevant financial and marketing tools and theories and shareholder value concepts supported by performance value drivers
• ethically source industry and competitor financial and marketing information available in the market place.

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.