This course builds on the core Marketing Concepts and Practice subject and the skill bases acquired in Financial Statistics and Marketing Analytics to build a link between the marketing activity of the firm and the financial outcomes that result from it. As such, the course ties together many of the marketing aspects addressed in the degree and relates them to the strategy that precedes them and the firm performance that follows them. This course will cover key accounting and finance concepts to enable students to communicate the results of their ideas across the organization, using the language of the organization. Currently we do not have such a cross-disciplinary approach to the integration of marketing into the firm, although it is essential for an integrated approach to corporate strategy.

This course aims to equip students with the tools to trace marketing activity through market based assets such as brands, customer bases and collaborative relationships, into financial performance. To some extent it forms the link between some of the technical skills used to understand the marketing activity and other functions of the firm (particularly financial ones).

This course will equip students with the ability to:

• Understand sources of growth and defensive opportunities facing the firm and how those can be assessed in monetary terms, using the tools of marketing analytics.
• Understand accounting terms used to record the organization’s financial performance (including balance sheets, profit and loss statements, etc.).
• Understand financial concepts important to the evaluation of marketing strategies, including basic valuation methods, discounting and similar concepts.
• Prepare investment cases for major marketing activity accounting for dynamics, uncertainty and response functions.

Assessment will be based on three elements: class and workshop participation, group based homework exercises, and the major individual exercise.

Students taking this course are expected to commit at least 18 hours a week during the seven weeks completing the work.  This will include:

Lectures                                             5 hours

Private study:                                    6 hours

Group work                                       4 hours

Individual homework:                      3 hours (including project)

At least an average of 65% (or equivalent) in the final two years of an Australian undergraduate degree with at least one year of university level study in quantitative analysis, including basic mathematics and data analysis techniques.

Corequisites:

• MKTG7001 Marketing or MKTG8043 Marketing Concepts and Practice
• MKTG8001 Marketing Analytics
• STAT7055 Financial Statistics

MKTG7001 Marketing or MKTG8043 Marketing Concepts and Practice, and MKTG8001 Marketing Analytics, and STAT7055 Financial Statistics

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No prescribed texts are currently offered.

Normal.

For further information please refer to course website