Advanced Marketing Metrics

This subject has the following teaching availabilities in 2014:

144 hours per semester, including self directed study/research.

Admission into MC-COMMG, MC-COMMK or BH-COM

None

None

For the purposes of considering requests for Reasonable Adjustments under the Disability Standards for Education (Cwth 2005), and Students Experiencing Academic Disadvantage Policy, academic requirements for this subject are articulated in the Subject Description, Subject Objectives, Generic Skills and Assessment Requirements for this entry.

The University is dedicated to provide support to those with special requirements. Further details on the disability support scheme can be found at the Disability Liaison Unit website: http://www.services.unimelb.edu.au/disability/

This subject expands students' knowledge of major theories and state of the art thinking in the measurement of marketing performance. It extends students’ understanding of market research methods in covering advanced topics including: product diffusion models and forecasting; measuring customer satisfaction, brand attitudes, and brand equity; understanding the lifetime value of a customer; advertising effectiveness; market sensitivity to promotions and price; sales-force optimisation; calculating the return on marketing investment.

On successful completion of this subject a student should be able to:
• Describe the conceptual frameworks and analytical tools available to marketing managers and how they can be applied most effectively
• Critically evaluate marketing initiatives within organisations and understand their likely impact on business performance

• Explain the connection between marketing activities and the financial performance of the firm

• A 3-hour end-of-semester examination (60%)
• An individual class presentation due in an allocated week throughout semester (15%)
• A group or individual written assignment of no more than 2500 words due no latewr than Week 12 (25%)

You will be advised of prescribed texts by your lecturer.

This subject is not available as a breadth subject.

On successful completion of this subject, students should have improved the following generic skills:
• Interpretation and analysis; critical thinking; synthesis of data and other information; evaluation of data and other information; receptiveness to alternative ideas.
• Oral communication; written communication; collaborative learning; problem solving; team work; statistical reasoning; application of theory to practice; accessing data and other information from a range of sources.