Marketing Decision Tools

Unit Code:HBM525

Credit Points	Duration	Contact Hours	Campus	Prerequisite	Corequisite
12.5 Credit Points	One teaching period	36 hours	Hawthorn	Completion of all units in Graduate Certificate of Marketing or equivalent	Nil

Related Course/s:

A unit of study in the Master of Marketing and Master of Marketing Global Leadership Program.

Aims & Objectives:

In the marketing decision tools unit, students learn about information for management. Understand the linkage between marketing efforts and results. Know how to firstly use the various marketing tools and metrics to analyse business problems, secondly to support decision-making, thirdly to allocate resources, and finally to establish controls, monitor marketing processes and measure performance. Know how to design processes to collect the needed information. Know how to select the most appropriate tools and metrics for various industries and applications. Understand the organisational context in which marketing operates and delivers value.

Upon completion of this unit students will be able to:-

Understand the myriad of marketing tools and metrics that are available to analyse various business problems and to measure marketing performance;
Design research and processes to measure different metrics;
Examine and recommend the most appropriate tools for different industries and applications.
Communicate in a credible, articulate and confident manner suitable for a business audience.
Work effectively in a team environment.

Teaching Methods:

Classes in either weekly or block mode

Assessment:

Group Assignment 30% - 40%
Test 20% - 30%

Individual Assignment 30% - 40%

Generic Skills Outcomes:

Teamwork skills
Analysis skills
Analysis and modelling skills
Research skills
Problem solving skills
Business model development skills
Project management skills
Communications skills
Presentation skills
Strategic thinking skills
Ability to tackle unfamiliar problems
Ability to work independently
Ability to engage in critical enquiry and discussion

Content:

In general terms, the unit covers:

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 value of different metrics for assessing outcomes of marketing performance;
How marketers make resource allocation decisions;How marketers may, through planning, establish controls and analyse what has been measured

Reading Materials:

Students are advised to check the unit outline in the relevant teaching period for appropriate textbooks and further reading.