Marketing Metrics (MKTG90026)
Graduate courseworkPoints: 12.5On Campus (Parkville)
About this subject
Contact information
Semester 1
A/Prof Gergely Nyilasy - gnyilasy@unimelb.edu.au
Semester 2
Dr Hafiz Islam hafizul.islam@unimelb.edu.au
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, metrics 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: 8 November 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: 8 November 2024
Assessment
| Description | Timing | Percentage |
|---|---|---|
Individual assignment comprising 10 minute presentation and 500 word written assignment
| Throughout the semester | 15% |
Group assignment (groups of 3-5 students) (1000 words equivalent per student)
| Week 12 | 25% |
3 hour end of semester exam
| During the examination period | 60% |
Last updated: 8 November 2024
Dates & times
- Semester 1
Coordinator Gergely Nyilasy Mode of delivery On Campus (Parkville) Contact hours 36hrs (one 3-hour seminar per week) Total time commitment 170 hours Teaching period 26 February 2024 to 26 May 2024 Last self-enrol date 8 March 2024 Census date 3 April 2024 Last date to withdraw without fail 3 May 2024 Assessment period ends 21 June 2024 Semester 1 contact information
A/Prof Gergely Nyilasy - gnyilasy@unimelb.edu.au
- Semester 2
Coordinator Hafizul Islam Mode of delivery On Campus (Parkville) Contact hours 36hrs (one 3-hour seminar per week) Total time commitment 170 hours Teaching period 22 July 2024 to 20 October 2024 Last self-enrol date 2 August 2024 Census date 2 September 2024 Last date to withdraw without fail 20 September 2024 Assessment period ends 15 November 2024 Semester 2 contact information
Dr Hafiz Islam hafizul.islam@unimelb.edu.au
Time commitment details
Estimated total time commitment of 170 hours per semester
What do these dates mean
Visit this webpage to find out about these key dates, including how they impact on:
- Your tuition fees, academic transcript and statements.
- And for Commonwealth Supported students, your:
- Student Learning Entitlement. This applies to all students enrolled in a Commonwealth Supported Place (CSP).
Subjects withdrawn after the census date (including up to the ‘last day to withdraw without fail’) count toward the Student Learning Entitlement.
Last updated: 8 November 2024
Further information
- Texts
- Related Handbook entries
This subject contributes to the following:
Type Name Course Master of Management (Marketing) Course Master of Marketing Communications - 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.
Please note Single Subject Studies via Community Access Program is not available to student visa holders or applicants
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
Last updated: 8 November 2024