MKF2131 Marketing decision analysis
Faculty of Business and Economics
MKF2131 Marketing decision analysis is a level 2, 6-credit-point, undergraduate unit from the Faculty of Business and Economics, offered in 2020 in Semester 1 and Semester 2 at Caulfield. It needs MKW2420, MKC2500, MKF2121, MKB2705 or MKS2420.
- Credit points
- 6
- Offered in 2020
- Semester 1, Semester 2
- Caulfield
- Assessment
- Exam 50%
- and 2 other tasks
- Workload
- 144 hours
- per semester
This is the 2020 handbook entry. See the 2027 entry.
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Requisites
Before MKF2131
Prerequisites
Pass these before you enrol.
Prohibitions
You can't enrol if you have passed any of these.
After MKF2131
No unit lists MKF2131 as a prerequisite in the 2020 handbook.
Equivalent units
The same content under another code. Only one of them counts.
Overview
With increasing availability of data and computing power, more and more companies are using data driven decision making, and data is becoming the heart of the corporate decision making process. In this unit, you will learn the power of marketing analytics and its effectiveness in making better decisions. Working with multiple marketing metrics and models, you will develop skills to identify problems, analyse data and develop optimal decisions for various marketing issues.
Offerings in 2020
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Caulfield | On campus |
| Second semester | Caulfield | On campus |
Assessment
- Within semester assessment100%
- Within semester assessment50%
- ExaminationThreshold hurdle50%
Learning outcomes
When you finish this unit, you should be able to:
- 1
evaluate and use a range of marketing metrics and models, and apply them to analyse business problems
- 2
develop a capability to interpret metrics and model outcomes, evaluate strategies and develop managerial recommendations
- 3
recognise the strengths and limitations of various metrics and models.
Workload and teaching
- Laboratories18 hours
- Lectures18 hours
- Teaching approachProblem-based learning
- Teaching approachOnline learning
- Teaching approachCase-based teaching
Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.
Learning resources
Required resources
Required text: Farris, P.W., Bendle, N.T, Pfeifer, P.E. & Reibstein, D.J. (2016) Marketing Metrics: The Manager's Guide to Measuring Marketing Performance , 3rd edition , Pearson Education.
Technology resources
The only Faculty approved calculators permitted in tests and examinations for all Australian campuses and locations is the HP10bII+ or Casio FX82 (any suffix).
You will need access to Microsoft Excel and Word for this unit.
Contacts
- Chief Examiners
- Dr David Lie
Common questions
What are the prerequisites for MKF2131?
You need MKW2420, MKC2500, MKF2121, MKB2705 or MKS2420 before you enrol.
When is MKF2131 offered?
In 2020, MKF2131 runs in Semester 1 and Semester 2 at Caulfield.
How much work is MKF2131?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKF2131 have an exam?
Yes. The exam is worth 50% of the final mark, alongside 2 other tasks.