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Postgraduate Handbook

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Strategic Skills for Marketers - MARK6001
 The Quad

   
   
   
 
Campus: Kensington Campus
 
 
Career: Postgraduate
 
 
Units of Credit: 6
 
 
EFTSL: 0.12500 (more info)
 
 
Indicative Contact Hours per Week: 3
 
 
Enrolment Requirements:
 
 
Prerequisite: enrolment in program 8414 or permission of the Program Director
 
 
Fee Band: 3 (more info)
 
 
Further Information: See Class Timetable
 
  

Description

Participants are equipped with the business skills and techniques necessary to operate in marketing. There are three modules to the course: (a) Market opportunity analysis. Considered are basic types of quantitative and qualitative data for assisting in marketing analysis, environmental scanning, opportunity analysis, forecasting and decision-making. (b) Marketing due diligence. Dealt with in this module are brand assets, trademarks, intangibles, intellectual property, trade practices, compliance and ethics. (c) Marketing performance analysis. Themes include: customer costs and profitability analysis, measuring marketing assets (brand equity, customer satisfaction), measuring ROI of marketing programs (eg "real time" metrics for mid-program corrections versus detailed "report cards" at the end of the program), measuring promotion and advertising effectiveness. For managers to assess and demonstrate the impact of investments in marketing, they need accurate measurement tools and systems that link non-financial measures (such as customer satisfaction, brand equity, market orientation, and market share) to the financial measures used by CEOs and CFOs.
Exclusion: MARK5932

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© The University of New South Wales (CRICOS Provider No.: 00098G), 2004-2011. The information contained in this Handbook is indicative only. While every effort is made to keep this information up-to-date, the University reserves the right to discontinue or vary arrangements, programs and courses at any time without notice and at its discretion. While the University will try to avoid or minimise any inconvenience, changes may also be made to programs, courses and staff after enrolment. The University may also set limits on the number of students in a course.