Postgraduate - UnitMKF5200 - Assessing marketing performance

This unit entry is for students who completed this unit in 2012 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

print version

6 points, SCA Band 3, 0.125 EFTSL

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered, or view unit timetables.

Level	Postgraduate
Faculty	Faculty of Business and Economics
Offered	Caulfield First semester 2012 (DE-ONLINE) Caulfield Second semester 2012 (DE-ONLINE) Caulfield Second semester 2012 (Evening)
Coordinator(s)	Dr Samir Gupta

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.

Outcomes

The learning goals associated with this unit are to:

conduct a comprehensive marketing productivity analysis using marketing audit models
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)

Dr Samir Gupta

Contact hours

3 hours per week

Prerequisites

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