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Unit of study_

Marketing Performance Analytics and Metrics - MKTG6023

Year - 2020

An essential practice in marketing is improving 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 long-term marketing performance. 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 and to data-driven decision- making.

Classes
3X 1-hr lectures/week, with a mix of lecture room and computer lab venues

Assessment
group written case analysis (20%); mid-semester test (20%); in-class engagement and contribution (10%); group presentation (10%); final exam (30%); sim game performance and evaluation (10%)

Assumed knowledge
Students should have a top-level understanding of strategic marketing concepts and models, as well as being comfortable with financial and marketing numeracy.

Pre-requisites

QBUS5001 and BUSS6002

Details

Faculty: Business (Business School)

Semester 2

24 Aug 2020

Department/School: Marketing
Study Mode: Normal (lecture/lab/tutorial) day
Census Date: 28 Sep 2020
Unit of study level: Postgraduate
Credit points: 6.0
EFTSL: 0.125
Available for study abroad and exchange: Yes
Faculty/department permission required? No
Location
Camperdown
Courses that offer this unit

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