MKF5741 - Marketing performance and decision analysis - 2019

6 points, SCA Band 3, 0.125 EFTSL

Postgraduate - 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

Chief examiner(s)

Dr Dominic Thomas (First semester)
Professor Peter Danaher (Second semester)


Dr Nukhet Gur (First semester, Second semester)

Unit guides



  • First semester 2019 (Online)
  • Second semester 2019 (On-campus split block of classes)


MKF5917 or MKX9160 or MKF5916 or MKF5461


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. This unit explores 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.


The learning goals associated with this unit are 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.


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