Offered
Clayton Second semester 2008 (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
Within semester assessment: 60%
Examination (3 hours): 40%
Contact hours
3 hours class contact or equivalent per week.
Prerequisites
MKC1200 MKC2210, MKC3130
