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Unit of Study

Evaluating Marketing Performance
UoS Code MKTG6201
Credit points 6
Offered Semester 1
Prerequisites None
Assumed Knowledge
Additional Information This unit is only available to students enrolled in the Master of Marketing and Graduate Certificate of Marketing
Lectures 1x 3hr seminar per week
Assessment individual assignment (15%), group presentation (10%), group written case analysis (20%), final exam (40%), and in class participation (15%)
Description An essential practice in marketing is assessing the impact of marketing strategies on business performance. Increasingly, companies are recognising marketing as a strategic board-level function, directly responsible for wealth creation. Marketers should be equipped with tools to analyse and effectively communicate the value of marketing, using the evidence of marketing metrics underpinning business performance. This unit introduces students to marketing metrics that are responsible for commercial success. Key measures are explained and applied to a wide range of business examples, using a case study approach. This unit provides an overview of marketing metrics and how they relate to business performance, providing students with the opportunity to apply these key concepts to practical business situations.