MKF5741 Using marketing analytics for better decision making
Faculty of Business and Economics
MKF5741 Using marketing analytics for better decision making is a level 5, 6-credit-point, postgraduate unit from the Faculty of Business and Economics, offered in 2027 in Semester 2 at Caulfield. It has no prerequisites.
- Credit points
- 6
- Offered in 2027
- Semester 2
- Caulfield
- Assessment
- No exam
- 2 tasks
- Workload
- 144 hours
- per semester
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Requisites
Before MKF5741
No prerequisites or corequisites besides the enrolment rules below.
After MKF5741
No unit lists MKF5741 as a prerequisite in the 2027 handbook.
Enrolment rules
You must be enrolled in course B4001, B6010, B6014, B6042, B6047, B6052 or B6060 to undertake this unit.
Overview
The ability to evaluate and anticipate the marketing department's contribution within the organisation is of growing importance. Increasingly, organisation boards are requiring marketing to provide greater rigour and accountability. In this unit you will explore the use of marketing models and metrics as a means of analysing performance and demonstrating the expected return on marketing investment, thereby enabling effective decision making.
Offerings in 2027
| Teaching period | Campus | Mode |
|---|---|---|
| Second semester | Caulfield | On campus, block |
Assessment
- Demonstration25%
- Written75%
Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.
Learning outcomes
When you finish this unit, you should be able to:
- 1
understand the concept of the value chain that provides a framework for linking business issues, marketing activity and consumer response to financial performance
- 2
develop skills to view marketing processes and relationships systematically and analytically
- 3
apply marketing metrics and models that relate to specific business issues
- 4
analyse and interpret the output of a range of marketing models in order to improve marketing decision making
- 5
have the ability to create a framework for developing a marketing dashboard.
Workload and teaching
- Seminars36 hours
- Teaching approachProblem-based learning
- Teaching approachCase-based teaching
- Teaching approachActive 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 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.
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 engages you in actively applying your knowledge, skills and attributes in interactive, collaborative and reflective activities.
Contacts
- Chief Examiners
- Professor Peter Danaher
Common questions
What are the prerequisites for MKF5741?
MKF5741 has no prerequisites, but enrolment rules apply.
When is MKF5741 offered?
In 2027, MKF5741 runs in Semester 2 at Caulfield.
How much work is MKF5741?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKF5741 have an exam?
No. MKF5741 has 2 assessment tasks and no exam.