MKF5741 · Using marketing analytics for better decision making

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

Assessment

The Handbook does not list a final examination among the assessment items. That is not a guarantee there is none.

Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.

Requisites

The Handbook lists no prerequisite, corequisite or prohibition for this unit.

Learning outcomes

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

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.

Student experience, not official rules. Nothing here changes what the Handbook says.