Faculty of Business and Economics

Postgraduate - Unit

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.

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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.

FacultyFaculty of Business and Economics
OfferedCaulfield First semester 2012 (DE-ONLINE)
Caulfield Second semester 2012 (DE-ONLINE)
Caulfield Second semester 2012 (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:

  1. conduct a comprehensive marketing productivity analysis using marketing audit models
  2. determine the adequacy of the existing organisational information systems and marketing effectiveness measures
  3. complete a strategic marketing policy review and design information systems to improve control and modify analysis procedures
  4. present the audit approach (philosophy); key information issues, control and modification procedures to class
  5. develop and adopt marketing audit model to suit circumstances.


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

Chief examiner(s)

Dr Samir Gupta

Contact hours

3 hours per week


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