Aims & Objectives:

• Understand the range of marketing and management data metrics available
• Apply different metrics to a variety of business situations
• Explore the use of a balanced scorecard and marketing dashboards as an aid to decision making
• Synthesise and apply marketing decisions in a practical situation
• Develop group work, information seeking and information analysis skills
• Communicate these principles in a manner appropriate for a business and enterprise environment

Teaching Methods:

Lecture (2 hour), Tutorials (1 hours)

Assessment:

Assignment (individual) (20%), assignment (group) (30%), Examination (50%)

Generic Skills Outcomes:

• Capable in their chosen professional, vocational or study areas
• Entrepreneurial in contributing to innovation and development within their business, workplace or community
• Effective and ethical in work and community situations
• Adaptable and able to manage change
• Aware of local and international environments in which they will be contributing (eg socio-cultural, economic, natural)

Content:

• The nature of the links between marketing efforts and results
• How marketing works and how it may be measured
• The context in which marketers operate, how organisations create value, and how marketing creates value
• The nature of customer value where benefits are compared to the costs or sacrifices
• The value of different metrics for assessing outcomes of marketing performance
• How marketers make resource allocation decisions
• How marketers may, through planning, put in controls and analyse what has been measured
• How to use information and data in the marketing environment

Reading Materials:

There are several suitable texts available. A suitable new edition of a text will be chosen and recommended when the unit is about to be delivered.

Recommended Reading:

The extant theory in this area is vast. Students will be advised of appropriate recent relevant reading when the unit is offered. This would be updated each semester.