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.
Faculty: Faculty of Business, Economics and Law
Credit points: 15
Subject Co-ordinator: Navin Veerapa
Available to Study Abroad Students: Yes
Subject year level: Year Level 5 - Masters
Exchange Students: Yes
Subject particulars
Subject rules
Prerequisites: N/A
Co-requisites: N/A
Incompatible subjects: MKT5AFM
Equivalent subjects: N/A
Special conditions: N/A
Learning resources
Readings
| Resource Type | Title | Resource Requirement | Author and Year | Publisher |
|---|---|---|---|---|
| Readings | Marketing Metrics | Prescribed | Farris, P., Bendle, N., Pfeifer, P., and Reibsten, D. | 2ND, EDITION, WHARTON SCHOOL PUBLISHING |
| Readings | Contemporary Accounting | Recommended | Mike Bazley & Phil Hancock | 7TH EDITION, CENGAGE |