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Handbooks Courses Units

MKF2131 - Marketing decision analysis

6 points, SCA Band 3, 0.125 EFTSL

Undergraduate Faculty of Business and Economics

Leader: Dr David Stewart and Dr Ann Mitsis


Caulfield First semester 2008 (Evening)
Caulfield Second semester 2008 (Day)


Quantitative analysis for marketing, response models, segmentation and targeting, positioning analysis, decision analysis, conjoint analysis; advertising decision models, pricing decisions.


The learning objectives of this unit are to:

  • develop a capability for applying marketing models to a range of marketing phenomena;
  • equip students with the ability to interpret output and develop management recommendations;
  • appreciate the assumptions and limitations of marketing models.


Within semester assessment: 40%
Examination (2 hours): 60%

Contact hours

3 Hours class contact or equivalent per week


ETX1100 or PSY1022, MKF2121, MKF1120

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