MKF2801 - Marketing insights - Monash University

Overview

Businesses rarely make decisions based on certainty. Through the application of key analytical tools, frameworks and theories to, at times, incomplete and ambiguous secondary data, this unit develops secondary research and analysis skills that will generate deep insights into industries and markets that aid business decision making in a changing … For more content click the Read More button below.

Offerings

S1-01-CAULFIELD-ON-CAMPUS

S2-01-CAULFIELD-ON-CAMPUS

Requisites

Prerequisite

Contacts

Chief Examiner(s)

Mr Paul Murphy

Learning outcomes

On successful completion of this unit, you should be able to:

question relevant and credible secondary sources of information to inform analytical models and decision making within different contexts

explore the value adding relationships between major participants in the micro environment

explain how key macro factors impact the micro environment

apply selected analytical tools, frameworks and theories to derive key insights and implications that inform business decision making

communicate marketing insights using authentic digital technologies.

Teaching approach

Active learning

Problem-based learning

Assessment

1 - Exercise

2 - Written

3 - Artefact

4 - Presentation

Scheduled and non-scheduled teaching activities

Tutorials

Workload requirements

Workload

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. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.

Learning resources

Required resources