Note: This is an archived Handbook entry from 2015.
|Dates & Locations:|| |
This subject has the following teaching availabilities in 2015:Semester 2, Parkville - Taught on campus.
Timetable can be viewed here. For information about these dates, click here.
|Time Commitment:||Contact Hours: 3 contact hours per week |
Total Time Commitment:
144 hours per semester, including self-directed study and research
|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
CoordinatorDr Gergely Nyilasy
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:
|Prescribed Texts:|| |
You will be advised of prescribed texts by your lecturer.
|Breadth Options:|| |
This subject is not available as a breadth subject.
|Fees Information:||Subject EFTSL, Level, Discipline & Census Date|
On successful completion of this subject, students should have improved the following generic skills:
150 point Master of Marketing Communications |
200 point Master of Marketing Communications
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