MKF5200 - Assessing marketing performance

Leader(s): Dr Samir Gupta

Offered

Caulfield First semester 2009 (DE-ONLINE)
Caulfield First semester 2009 (Evening)
Caulfield Second semester 2009 (DE-ONLINE)
Caulfield Second semester 2009 (Evening)

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

MKX9160 or MBA9006. Students enrolled in course 3802 have no prerequisites.