Marketing Performance Analysis - 2016

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Unit summary


  • Level of Study: Postgraduate
  • Study load: 0.125 EFTSL
  • Delivery method: Fully Online
  • Prerequisites: Yes
  • Duration: 13 weeks
  • Government loans available: FEE-HELP
  • Availability for 2016: SP2
  • Availability for 2017: SP2
  • Assessment: Assignment 1 - (30-40%) , Assignment 2 - Individual/Group (30-50%) - Learn more

Unit provided by

2016 Fees
Domestic 3,050.00
Domestic continuing 2,512.00
International 3,300.00
International continuing 2,762.00

2016 Swinburne tuition fees are reduced for continuing postgraduate students.
Please login in to view the applicable amount.

Marketing Performance Analysis introduces students to a range of evolving marketing concepts and activities and explains the customer centric essence of modern day marketing practise. Through practical examples and case studies the unit provides insight to the techniques that businesses use to gain this customer focus. Students are introduced to the three pillars of strategic business research, namely understanding the organisation, understanding customers, and understanding the marketing environment (including the competition). Practical insights are given into the range of approaches used to inform marketing strategy and to design elements of the marketing mix. Rather than just focusing on methodological considerations, the unit provides training in both the application and interpretation of actual data generated from the most popular areas of contemporary business research, namely segmentation, brand health tracking, service quality and customer satisfaction, employee satisfaction and internal audits, retail audits and other research activities that support the marketing mix.

Students who successfully complete this unit will be able to:

  1. Demonstrate coherent and advanced knowledge of the relevance of a range of theories to marketing functions and activities.
  2. Apply problem solving, design and decision making methodologies to identify and provide innovative solutions to complex problems faced by marketing managers with regard to achieving customer understanding.
  3. Apply knowledge of research principles and methods to plan and execute a piece of research to assist managerial decision making in the contemporary business world.
  4. Apply knowledge of marketing performance analysis tools analytical approaches to a variety of complex problems to provide innovative solutions to develop effective marketing strategies.
  5. Communicate proficiently in professional practice to a variety of audiences and function as an effective member or leader of a diverse team.
  • Assignment 1 — (30-40%)
  • Assignment 2 — Individual/Group (30-50%)
  • Assignment 3 — (20-30%)

Equivalent units

You cannot enrol in this unit if you have successfully completed any of the following unit(s) because they are considered academically equivalent:

  • MKT70012 — Contemporary Applied Marketing
  • Broadband access

In order to enrol in this unit, you must be accepted into one of the following courses:

Please visit the course details page and read the Requirements tab for more information about eligibility.

This unit addresses the following topics.

1Defining marketing and its customer focus
2Research and decision making
3The business research process
4People & satisfaction
5Image and brand
6Product design & evaluation
7Place a retail design
8Price and value
10Marketing strategy

Each unit offered through OUA provides students with unit information that includes assessment topics and due dates, policy information and contact numbers for university support and academic staff. Study materials will also clearly outline each week's topic, readings, student activities and the format of all assessment.

This unit is a core requirement in the following courses:

This unit is an approved elective in the following courses:

This unit may be eligible for credit towards other courses:

  1. Many undergraduate courses on offer through OUA include 'open elective' where any OUA unit can be credited to the course. You need to check the Award Requirements on the course page for the number of allowed open electives and any level limitations.
  2. In other cases, the content of this unit might be relevant to a course on offer through OUA or elsewhere. In order to receive credit for this unit in the course you will need to supply the provider institution with a copy of the Unit Profile in the approved format, which you can download here. Note that the Unit Profile is set at the start of the year, and if textbooks change this may not match the Co-Op textbook list.
This unit does not have a prescribed textbook(s).

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