The ability to evaluate and anticipate the marketing department's contribution within the organisation is of growing importance. Increasingly, organisation boards are requiring marketing to provide greater rigour and accountability. This unit explores the use of marketing models and metrics as a means of analysing performance and demonstrating the expected return on marketing investment, thereby enabling effective decision making. -- Course Website
Instructor: Professor Peter Danaher
Prerequisites: Students must have passed one of MKX9160, MBA9006 or MKX5461 to undertake this unit.
