Monash University Handbook 2010 Postgraduate - Unit

Synopsis

The ability to evaluate and anticipate the marketing department's contribution within the organisation is of growing importance. Increasingly, organisation boards are requiring marketing to provide greater rigour and accountability. This unit explores the use of marketing models and metrics as a means of analysing performance and demonstrating the expected return on marketing investment, thereby enabling effective decision making.

Objectives

The learning goals associated with this unit are to:

• understand the concept of the value chain that provides a framework for linking business issues, marketing activity and consumer response to financial performance
• develop skills to view marketing processes and relationships systematically and analytically
• apply marketing metrics and models that relate to specific business issues
• analyse and interpret the output of a range of marketing models in order to improve marketing decision making
• have the ability to create a framework for developing a marketing dashboard.

Assessment

Within semester assessment: 60%
Examination (2 hours): 40%

Chief examiner(s)

David Stewart

Contact hours

3 hours class contact or equivalent per week

Prerequisites

Students must have passed one of MKX9160, MBA9006 or MKX5461 to undertake this unit.