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Marketing Metrics (MKTG90026)
Graduate courseworkPoints: 12.5On Campus (Parkville)
About this subject
- Overview
- Eligibility and requirements
- Assessment
- Dates and times
- Further information
- Timetable(opens in new window)
Contact information
Semester 1
Dr Hafizul Islam hafizul.islam@unimelb.edu.au
Semester 2
Dr Greg Nyilasy gnyilasy@unimelb.edu.auu
Overview
Availability | Semester 1 Semester 2 |
---|---|
Fees | Look up fees |
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: 9 April 2024
Eligibility and requirements
Prerequisites
None
Corequisites
None
Non-allowed subjects
None
Inherent requirements (core participation requirements)
The University of Melbourne is committed to providing students with reasonable adjustments to assessment and participation under the Disability Standards for Education (2005), and the Assessment and Results Policy (MPF1326). Students are expected to meet the core participation requirements for their course. These can be viewed under Entry and Participation Requirements for the course outlines in the Handbook.
Further details on how to seek academic adjustments can be found on the Student Equity and Disability Support website: http://services.unimelb.edu.au/student-equity/home
Last updated: 9 April 2024
Assessment
Description | Timing | Percentage |
---|---|---|
3 hour end of semester exam. Due during the exam period (60%)
| During the examination period | 60% |
3000 word group assignment (usually in groups of 3, equivalent to 1000 words per student), due no later than Week 12 (25%)
| Week 12 | 25% |
15 minute individual class presentation. Due in an allocated week throughout semester (15%)
| Throughout the semester | 15% |
Last updated: 9 April 2024
Dates & times
- Semester 1
Principal coordinator Hafizul Islam Mode of delivery On Campus (Parkville) Contact hours 36 hours (one 3 hour seminar per week) Total time commitment 170 hours Teaching period 4 March 2019 to 2 June 2019 Last self-enrol date 15 March 2019 Census date 31 March 2019 Last date to withdraw without fail 10 May 2019 Assessment period ends 28 June 2019 Semester 1 contact information
Dr Hafizul Islam hafizul.islam@unimelb.edu.au
- Semester 2
Principal coordinator Gergely Nyilasy Mode of delivery On Campus (Parkville) Contact hours 36 hours (one 3 hour seminar per week) Total time commitment 170 hours Teaching period 29 July 2019 to 27 October 2019 Last self-enrol date 9 August 2019 Census date 31 August 2019 Last date to withdraw without fail 27 September 2019 Assessment period ends 22 November 2019 Semester 2 contact information
Dr Greg Nyilasy gnyilasy@unimelb.edu.auu
Time commitment details
Estimated total time commitment of 170 hours per semester
Last updated: 9 April 2024
Further information
- Texts
Prescribed texts
You will be advised of prescribed texts by your lecturer.
- Related Handbook entries
This subject contributes to the following:
Type Name Course Master of Management (Marketing) - Available through the Community Access Program
About the Community Access Program (CAP)
This subject is available through the Community Access Program (also called Single Subject Studies) which allows you to enrol in single subjects offered by the University of Melbourne, without the commitment required to complete a whole degree.
Entry requirements including prerequisites may apply. Please refer to the CAP applications page for further information.
- Available to Study Abroad and/or Study Exchange Students
This subject is available to students studying at the University from eligible overseas institutions on exchange and study abroad. Students are required to satisfy any listed requirements, such as pre- and co-requisites, for enrolment in the subject.
Last updated: 9 April 2024