Faculty of Business and Economics

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Monash University

Monash University Handbook 2010 Postgraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

FacultyFaculty of Business and Economics
OfferedCaulfield First semester 2010 (DE-ONLINE)
Caulfield First semester 2010 (Evening)
Caulfield Second semester 2010 (DE-ONLINE)
Caulfield Second semester 2010 (Evening)
Coordinator(s)Dr Samir Gupta


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.


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.


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

Chief examiner(s)

Samir Gupta

Contact hours

3 hours class contact or equivalent per week


Students must have passed one of the following units MKX5461, MKX9160, MKX9550 OR MBA9006 before undertaking this unit.