MKF5741 - Marketing performance and decision analysis - 2017

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.

The learning goals associated with this unit are to:

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

Within semester assessment: 50% + Examination: 50%

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.

See also Unit timetable information

Dr Nukhet Harmancioglu

MKF5917 or MKX9160 or MKF5916 or MKF5461

MKX5741