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.
1x 3hr seminar per week
individual assignment (15%), group presentation (10%), group written case analysis (20%), final exam (40%), and in class participation (15%)
This unit is only available to students enrolled in the Master of Marketing, Graduate Diploma and Graduate Certificate of Marketing .