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.
3X 1-hr lectures/week, with a mix of lecture room and computer lab venues
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%)
Students should have a top-level understanding of strategic marketing concepts and models, as well as being comfortable with financial and marketing numeracy.
QBUS5001 and BUSS6002