Faculty of Business and Economics

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Monash University Handbook 2011 Postgraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

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

FacultyFaculty of Business and Economics
OfferedCaulfield Summer semester B 2011 (On-campus block of classes)
Coordinator(s)Dr David Stewart


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: 60%
Examination (2 hours): 40%

Chief examiner(s)

David Stewart

Contact hours

3 hours per week


Students must have passed one of MKX9160, MBA9006 or MKX5461 to undertake this unit.