Marketing Financial Analysis and Control

Subject 333-685 (2008)

Note: This is an archived Handbook entry from 2008.Search for this in the current handbook

Credit Points: 6.250
Level: Graduate/Postgraduate
Dates & Locations:

This subject has the following teaching availabilities in 2008:

Summer Term, - Taught on campus.
Pre-teaching Period Start not applicable
Teaching Period not applicable
Assessment Period End not applicable
Last date to Self-Enrol not applicable
Census Date not applicable
Last date to Withdraw without fail not applicable

Semester 2, - Taught on campus.
Pre-teaching Period Start not applicable
Teaching Period not applicable
Assessment Period End not applicable
Last date to Self-Enrol not applicable
Census Date not applicable
Last date to Withdraw without fail not applicable


Timetable can be viewed here. For information about these dates, click here.
Time Commitment: Contact Hours: 18 hours per semester (Summer Semester, Semester 2).
Total Time Commitment: Not available
Prerequisites: 333-661 Principles of Finance. This subject is only available to those students that would satisfy the entry criteria for the Master of Applied Finance or who have already completed 100 points in the Master of Financial Management.
Corequisites: None
Recommended Background Knowledge: None
Non Allowed Subjects: None
Core Participation Requirements:

For the purposes of considering request for Reasonable Adjustments under the Disability Standards for Education (Cwth 2005), and Student Support and Engagement Policy, academic requirements for this subject are articulated in the Subject Overview, Learning Outcomes, Assessment and Generic Skills sections of this entry.

It is University policy to take all reasonable steps to minimise the impact of disability upon academic study, and reasonable adjustments will be made to enhance a student's participation in the University's programs. Students who feel their disability may impact on meeting the requirements of this subject are encouraged to discuss this matter with a Faculty Student Adviser and Student Equity and Disability Support: http://services.unimelb.edu.au/disability
Subject Overview: Provision of a framework for the marketing and finance interface; Value-based marketing - covering market-based assets and financial evaluation of proposed marketing strategies across the full range of the marketing mix elements; Customer analysis - dimensions of customer value, segmentation by financial value, building and measuring customer equity, and customer metrics; Product management - product development, product profitability paradigm and its relationship to customer value and product retention decisions; Strategic position assessment; Market based management - controlling for productivity, marketing metrics and financial performance.
Assessment: One 2-hour end-of-semester examination (50%) and assignments not exceeding 5000 words (50%).
Prescribed Texts: None
Breadth Options:

This subject is not available as a breadth subject.
Fees Information: Subject EFTSL, Level, Discipline & Census Date
Generic Skills: On successful completion of this subject students should be able to:
  • Apply shareholder value analysis to the assessment of marketing strategies.
  • Apply rigorous financial analytical techniques to the marketing function and understanding the financial value of customers.
  • Identify deficiencies in business planning for the marketing function.

On successful completion of this subject, students should have improved the following generic skills:

  • Oral communication
  • Written communication
  • Collaborative learning
  • Problem solving
  • Team work
  • Statistical reasoning
  • Application of theory to practice
  • Interpretation & analysis
  • Critical thinking
  • Synthesis of data and other information
  • Evaluation of data and other information
  • Using computer software
  • Accessing data and other information from a range of sources
Related Course(s): Master of Applied Finance
Master of Financial Management

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