Postgraduate - UnitMKF5200 - Assessing marketing performance

This unit entry is for students who completed this unit in 2015 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.

Level	Postgraduate
Faculty	Faculty of Business and Economics
Organisational Unit	Department of Marketing
Offered	Caulfield First semester 2015 (Off-campus)
Coordinator(s)	Ms Jo McGregor

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: 30%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

Chief examiner(s)

Dr Margaret Matanda

Prerequisites

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