Monash University Handbook 2010 Postgraduate - Unit

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%

Chief examiner(s)

Samir Gupta

Contact hours

3 hours class contact or equivalent per week

Prerequisites

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