Monash University Handbooks 2008

MKF5200 - Assessing marketing performance

6 points, SCA Band 3, 0.125 EFTSL

Postgraduate Faculty of Business and Economics

Leader: Dr Samir Gupta

Offered

Caulfield First semester 2008 (Evening)
Caulfield First semester 2008 (Off-campus with online component)
Caulfield Second semester 2008 (Evening)
Caulfield Second semester 2008 (Off-campus with online component)

Synopsis

Evaluation of a marketing program is a critical ingredient of the marketing director's role. This unit examines various means of diagnosing, assessing, tracking and evaluating performance and modifying actions to improve marketing operations.

Objectives

The learning goals associated with this unit are to:

Assessment

Within semester assessment: 70%
Examination (2 hours): 30%

Contact hours

3 hours class contact or equivalent per week.

Prerequisites

Students enrolled in course code 3802 (Master of Marketing, Stream B) have no prerequisites. All other students must pass MKX9160 or MBA9006

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