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Marketing Metrics (MKTG90026)

Graduate courseworkPoints: 12.5On Campus (Parkville)

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Overview

Year of offer2017
Subject levelGraduate coursework
Subject codeMKTG90026
Campus
Parkville
Availability
Semester 2
FeesSubject EFTSL, Level, Discipline & Census Date

This subject expands students' knowledge of major theories and state of the art thinking in the measurement of marketing performance. It extends students’ understanding of market research methods in covering advanced topics including: product diffusion models and forecasting; measuring customer satisfaction, brand attitudes, and brand equity; understanding the lifetime value of a customer; advertising effectiveness; market sensitivity to promotions and price; sales-force optimisation; calculating the return on marketing investment.

Intended learning outcomes

On successful completion of this subject a student should be able to:

  • Describe the conceptual frameworks and analytical tools available to marketing managers and how they can be applied most effectively;
  • Critically evaluate marketing initiatives within organisations and understand their likely impact on business performance; and
  • Explain the connection between marketing activities and the financial performance of the firm.

Generic skills

On successful completion of this subject, students should have improved the following generic skills:

  • Interpretation and analysis; critical thinking; synthesis of data and other information; evaluation of data and other information; receptiveness to alternative ideas; and
  • Oral communication; written communication; collaborative learning; problem solving; team work; statistical reasoning; application of theory to practice; accessing data and other information from a range of sources.

Last updated: 16 August 2017