MKF5200

Assessing marketing performance

Mr Ken Grant

6 points
* One 3-hour class per week
* First semester
* Caulfield
* Prerequisites: MKF9120 and MKX9160

Objectives On completion of this subject students should be able to conduct a marketing audit, including a comprehensive marketing information system audit; 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.

Synopsis Evaluation of the degree of success or otherwise of a marketing strategy and program is a critical ingredient of the marketing director's role. This subject examines various means of diagnosing, assessing, tracking and evaluating performance and modifying actions to improve operations.

Assessment Syndicate presentations: 20%
* Major assignment 40%
* Examination: 30%
* Class participation and contribution: 10%