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 2025 in Semester 1 and Semester 2 at Caulfield. It needs MKC2500, MKF2121, MKB2705 or MKW2420.
- Credit points
- 6
- Offered in 2025
- Semester 1, Semester 2
- Caulfield
- Assessment
- Exam 30%
- and 4 other tasks
- Workload
- 144 hours
- per semester
This is the 2025 handbook entry. See the 2027 entry.
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Requisites
Before MKF2131
Prohibitions
You can't enrol if you have passed any of these.
After MKF2131
No unit lists MKF2131 as a prerequisite in the 2025 handbook.
Enrolment rules
To be successful in this unit, background knowledge and application of maths is required at the equivalent of VCE Year 12 Higher level. You may have satisfied this by completing relevant prerequisite unit/s, or you have covered relevant topics in your final years of secondary study. You should self-assess your maths competency prior to enrolling in this unit.
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 2025
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Caulfield | On campus |
| Second semester | Caulfield | On campus |
Assessment
- Quiz / Test10%
- Exercise10%
- Exercise20%
- Written30%
- ExaminationThreshold hurdle30%
Learning outcomes
When you finish this unit, you should be able to:
- 1
evaluate a range of marketing metrics and models, and apply them to analyse business problems
- 2
evaluate data-driven models to assess strategic marketing outcomes and generate managerial recommendations
- 3
evaluate the strengths and limitations of various models and metrics.
Workload and teaching
- Seminars6 hours
- Lectures18 hours
- Tutorials18 hours
- Teaching approachCase-based teaching
- Teaching approachProblem-based learning
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. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.
This unit includes case-based teaching, where you apply your knowledge and engage in analytical and reflective thinking to solve complex contextual scenarios. Activities are often designed so that there is not one clear answer, but you need to work together to examine, analyse and make decisions to resolve the situation.
This unit includes problem-based learning approaches, where you engage in research, integrate theory and practice and apply knowledge and skills to develop viable solutions in response to a problem or set of problems.
Learning resources
Required resources
Required text: Farris, P.W., Bendle, N.T., Pfeifer, P.E. & Reibstein, D.J. (2021) Marketing Metrics: The Manager's Guide to Measuring Marketing Performance , 4th edition , Pearson Education.
Technology resources
You will need access to Microsoft Excel for this unit.
Contacts
- Chief Examiners
- Dr Stanislav Stakhovych
- Dr David Lie
Common questions
What are the prerequisites for MKF2131?
You need MKC2500, MKF2121, MKB2705 or MKW2420 before you enrol. Enrolment rules also apply.
When is MKF2131 offered?
In 2025, 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 30% of the final mark, alongside 4 other tasks.