mkt5amm applied marketing metrics

APPLIED MARKETING METRICS

MKT5AMM

Not currently offered

Credit points: 15

Subject outline

In this subject students will learn to develop an ability to understand the importance of metrics within a balanced scorecard framework as applicable to the marketing function within organisations. They will also develop the ability to interpret the financial statements pertaining to a business, including the profit and loss account, balance sheet and cash flow statement. Issues relating to financial reporting and earnings management are also canvassed as are issues relating to the types of financial information used for managerial decision making. Students will be presented with a range of performance measurement tools and techniques, together with an understanding of their underlying assumptions and limitation.

FacultyFaculty of Business, Economics and Law

Credit points15

Subject Co-ordinatorNavin Veerapa

Available to Study Abroad StudentsYes

Subject year levelYear Level 5 - Masters

Exchange StudentsYes

Subject particulars

Subject rules

PrerequisitesN/A

Co-requisitesN/A

Incompatible subjects MKT5AFM

Equivalent subjectsN/A

Special conditionsN/A

Learning resources

Readings

Resource TypeTitleResource RequirementAuthor and YearPublisher
ReadingsMarketing MetricsPrescribedFarris, P., Bendle, N., Pfeifer, P., and Reibsten, D.2ND, EDITION, WHARTON SCHOOL PUBLISHING
ReadingsContemporary AccountingRecommendedMike Bazley & Phil Hancock7TH EDITION, CENGAGE

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