MKC3120

Marketing implementation

6 points
* Two 1-hour lectures and one 1-hour tutorial each week
* Prerequisite: MKC2200, corequisite: MKC2210, prohibition: MKF3121

Objectives On completion of this subject students will be able to understand, analyse and criticise the literature relating to marketing implementation and control issues, evaluate existing marketing implementation and control systems and make recommendations for appropriate change, demonstrate a sound knowledge of the role of marketing in contemporary organisations, demonstrate a sound knowledge of market orientation, internal marketing, customer service and loyalty issues in marketing, brand equity, relationship marketing, marketing productivity analysis, marketing financial performance analysis, marketing organisation, database marketing, and the use of technology, information processes and marketing performance assessment.

Synopsis This subject introduces the recognised and recent literature relating to issues of implementation, evaluation and control of marketing strategies. Current concepts, theories and applications are addressed in the areas of market orientation, internal marketing, customer service and loyalty issues in marketing, brand equity, relationship marketing, marketing productivity analysis, marketing financial performance analysis, marketing organisation, database marketing, the use of technology information processes and marketing performance assessment.

Assessment Individual case study (5000 words): 20%
* seminar presentations 20%
* Examination (3 hours): 60%

Prescribed texts

A compilation of selected journal readings available from the bookshop