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 2021 in Semester 1 and Semester 2 at Caulfield. It needs MKF5461 or MKF5917.
- Credit points
- 6
- Offered in 2021
- Semester 1, Semester 2
- Caulfield
- Assessment
- No exam
- 1 task
- Workload
- 144 hours
- per semester
This is the 2021 handbook entry. See the 2027 entry.
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Requisites
Before MKF5741
Prerequisites
Pass these before you enrol.
After MKF5741
No unit lists MKF5741 as a prerequisite in the 2021 handbook.
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 2021
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Caulfield | Online |
| Second semester | Caulfield | Split on |
Assessment
- Within semester assessment100%
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
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.
Contacts
- Chief Examiners
- Professor Peter Danaher
- Dr Stanislav Stakhovych
Common questions
When is MKF5741 offered?
In 2021, MKF5741 runs in Semester 1 and Semester 2 at Caulfield, with an online option.
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 1 assessment task and no exam.