MKF5200 - Assessing marketing performance

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:

• conduct a comprehensive marketing audit
• determine the adequacy of the existing organisational information systems and marketing effectiveness measures
• complete a strategic marketing policy review and design information systems to improve control and modify analysis procedures
• present the audit approach (philosophy); key information issues, control and modification procedures to class
• develop and adopt marketing audit model to suit circumstances.

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