Faculty of Business and Economics

print version

This unit entry is for students who completed this unit in 2016 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

Monash University

6 points, SCA Band 3, 0.125 EFTSL

Undergraduate - Unit

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.


Business and Economics

Organisational Unit

Department of Marketing


Dr Satheesh Seenivasan



  • Second semester 2016 (Day)


In the current information age, the value of marketing analytics in decision making is enormous. The Marketing Decision Analysis unit aims to provide students with the analytical knowledge and reasoning skills to analyse data, evaluate strategies and develop optimal decisions for a range of marketing issues. Students will be exposed to metrics and models that will assist them in making sound decisions and developing effective and efficient marketing programs.


The learning goals associated with this unit are to:

  1. equip students with the knowledge of a range of marketing metrics and models and an ability to apply them to analyse marketing scenarios, phenomenon, issues and problems

  1. develop a capability to interpret metrics and model outcomes, evaluate strategies and develop managerial recommendation

  1. recognise the strengths and limitations of various metrics and models.


Within semester assessment: 50%
Examination: 50%

Workload requirements

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.

See also Unit timetable information

Chief examiner(s)


Students must have passed MKC1200 and ETC1000 before undertaking this unit.


MKF2131, MKW2131