Evaluating Marketing Performance
MKTG6201
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 course 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.
Unit of study details
Unit of study level: Postgraduate
Credit points: 6
Commencing semesters: 1
Further unit of study information
Unit of study handbook: MKTG6201
Costs and scholarships information: Costs and Scholarships
Final dates to withdraw from units of study: Census Dates
Available for study abroad and exchange: No