Faculty of Business and Economics

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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 Stanislav StakhovychDr Satheesh Seenivasan (Second Semester)



  • First semester 2016 (Day)
  • Second semester 2016 (Day)


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


The learning goals associated with this unit are to:

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

Dr Stanislav Stakhovych (First semester)
Dr Satheesh Seenivasan (Second semester)



MKC2130, MKW2131