Note: This is an archived Handbook entry from 2016.
|Dates & Locations:|| |
This subject has the following teaching availabilities in 2016: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:||
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:
Master of Management (Marketing) |
150 Point Master of Management (Marketing) |
150 point Master of Marketing Communications
200 point Master of Marketing Communications
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