MKC2130 Semester 2(S2-01) 2019 PDF

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Unit Guide 

MKC2130 Marketing decision analysis Semester 2, 2019 

We acknowledge and pay respects to the Traditional Owners and Elders -past, present and emerging - of the lands and waters on whichMonash Universityoperates.   Handbook link: http://monash.edu.au/pubs/2019handbooks/units/MKC2130.html The information contained in this unit guide is correct at time of publication. The University has the right to change any of the elements contained in this document at any time.

Last updated:22 Jul 2019

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Table of contents Unit handbook information

4

Synopsis

4

Mode of delivery

4

Workload requirements

4

Additional workload requirements

4

Unit relationships

4

Prerequisites

4

Prohibitions

4

Co-requisites

4

Chief Examiner

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Unit Coordinator(s)

5

Tutor(s)

5

Academic overview

5

Course outcomes

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Unit learning outcomes

6

Teaching approach

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Recording of lectures

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Live streaming

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Unit schedule Assessment summary

8 9

Second marking

9

Return of final marks

9

Exam viewing

10

Assessment criteria

10

Assessment requirements

10

Hurdle requirement

10

Assessment tasks

10

Examination

14

Referencing requirements

15

Feedback

15

Learning resources

16

Required resources

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Technological requirements

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Q Manual Prescribed text and readings

17 17

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Recommended resources

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Examination material or equipment

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Other information

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Policies

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Student Academic Integrity Policy

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Special Consideration

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Graduate Attributes Policy

18

Student Charter

18

Student Services

19

Monash University Library

19

Disability Support Services

19

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Unit handbook information Synopsis 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.

Mode of delivery Clayton (On-campus)

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.

Additional workload requirements This is a 6 credit point unit, which requires a time commitment of 12 hours per week. This includes three hours class contact per week for the 12 week semester. The total time commitment expected for this unit is 144 hours. In addition to the 36 hours of class contact, you should plan to spend an additional 108 hours during the semester in study for this unit. This includes time spent in preparing for and completing assessment tasks, together with time spent in general study, revision, and examination preparation. Please note that students enrolled in coursework programs in the Faculty of Business and Economics are expected to attend a minimum of 80% of the scheduled class sessions for each unit. This equates to at least 80% of the lectures and at least 80% of the tutorials.

Unit relationships 

Prerequisites ETC1000 and MKC1200 or equivalent.

Prohibitions MKF2131

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Co-requisites None

Chief Examiner Name:DrSatheeshSeenivasan Campus:Clayton Phone:+61 3 990 34184 Email:[email protected]

Unit Coordinator(s) Name:DrSatheeshSeenivasan Campus:Caulfield Email:[email protected] Phone:+61 3 990 34184 Contact hours:By appointment

Tutor(s) Name:MrYunqingMa Campus:Clayton Phone:(03) 99055539 Email:[email protected]  Name:DrAriPramono Campus:Caulfield Phone: Email:[email protected]  Name:MissSimaSedighadeli Campus:Caulfield Phone: Email:[email protected] 

Academic overview Course outcomes Courseoutcomes associated with this unit are that graduates will: 1. be a critical and creative scholar who: - produces innovative solutions to problems

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- applies research skills to business challenges - communicates effectively and perceptively 2. be a responsible and effective global citizen who: - engages in an internationalised world - exhibits cross cultural competence - demonstrates ethical values 3. demonstrate broad knowledge and technical skills in at least one area of commerce and be able to provide discipline based solutions relevant to the business, professional and public policy communities that you serve 4. be able to construct conceptual frameworks and use these to analyse complex issues in the corporate sector, government and the professions.

Unit learning outcomes 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 2. develop a capability to interpret metrics and model outcomes, evaluate strategies and develop managerial recommendation 3. recognise the strengths and limitations of various metrics and models.

Teaching approach Lecture and labs (tutorials) This unit will be taught over 12 weeks as a1.5 hour class, and a 1.5 hour lab (tutorial). Students should make every effort to attend both lectures and labs. Lecture attendance is critical, as it is only by attending lectures that students will understand the concepts used in labs. Labs (Tutorials) commence in week 1. Students are expected to know how touse Excel toenter formulas and produce charts.Teaching Teaching associates will not have the time to teach basic Excel skills, nor review marketing concepts already covered in class.  This unit is supported by a Moodle site, containing lecture notes and other useful material. The site is also used to make announcements, so students should check it several times a week. It can be accessed via your my.monash portalhttps://my.monash.edu.au/ using your Authcate username and password. The teaching program will be supported by assessments which will give students the opportunity of applying their learnings to a range of marketing problems. 

Recording of lectures

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This unit will have lectures (or seminars in the absence of lectures) recorded. These recordings will be available to current students. If there is more than one seminar or lecture stream, the Chief Examiner may decide not to record each stream. In the event that there is an equipment failure and the lecture is not recorded in part or in full, no alternative recording will be provided. The Chief Examiner may determine a part or parts of lectures (or seminars) unsuitable for recording.

Live streaming If you are allocated to a lecture activity as a livestream unit you do not need to come to campus. A link to the livestreams will be available in your Moodle unit. For information on how to participate in your lectures via live streaming you can review this guide created by the library:https://guides.lib.monash.edu/learning-tools/video If you have any technical issues please contact the service desk:https://www.monash.edu /esolutions/contact If you need more information on timetabling you can visit their site:https://www.monash.edu /timetables/fix-problems

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Unit schedule For units with on-campus classes, teaching activities are normally scheduled to start on the hour (teaching will commence on the hour and conclude 10 minutes prior to the scheduled end time). Students should note that the program outlined below is a guide to the material to be covered in this unit and not a definitive statement of when that material will be covered. Specific details relating to the timing will be discussed in class.

Week

Activities

0

Assessment No formal assessment or activities are undertaken in week 0

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Unit overview; Introduction to metrics and models; Market share analysis 1: AAU metrics, satisfaction and loyalty metrics, Net Promoter Score

Week 1 online quiz

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Market share analysis 2: Market share and its decomposition - penetration share, share of wallet, heavy usage index, strategic implications.

Week 2 online quiz and lab exercise

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Product management 1: Utilities, multi-attribute framework, predicting market shares from utilities, logit model

Week 3 online quiz and lab exercise

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Product management 2: New product design using conjoint analysis. Case assignment will be released in Moodle.

Week 4 online quiz and lab exercise

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Product management 3: New product diffusion, Bass diffusion model, Trial and repeat model.

Week 5 online quiz and lab exercise

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Communication 1: Evaluating outcomes of price promotions,manufacturer vs. retailer perspectives on promotions

Week 6 online quiz and lab exercise Case analysis due at the start of the lecture

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Communication 2: Advertising media metrics, advertising elasticity and response models

Week 7 online quiz and lab exercise

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Communication 3: Online advertising metrics, web analytics, social media metrics and sentiment analysis

Week 8 online quiz and lab exercise.

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Profitability and pricing analysis 1: customer profitability customer profit, retention, customer lifetime value, prospect value, acquisition vs. retention, firm value

Week 9 online quiz and lab exercise Case report due at the start of the lecture

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Profitability and pricing analysis 2: Pricing strategy - Demand curves, price elasticity, optimal pricing, residual price elasticity.

Week 10 online quiz and lab exercise 

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Marketing and Finance: ROS, ROI, incremental ROI, ROMI, evaluating multi-period investment

Week 11 online quiz and lab exercise

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Concluding remarks and review of Key concepts

No formal assessment is undertaken in Week 12

SWOT VAC

No formal assessment is undertaken SWOT VAC

Examination period

Assessment summary Within semester assessment: 50% + Examination: 50% Assessment task

Value

Due date

Weekly online multiple choice tests

10%

Students must submit their test answers weekly within 90 elapsed minutes after starting each test, and no later than the scheduled cutoff time: start time of the next lecture.

Weekly lab exercises

10%

Every week during the labs (tutorials)

Case assignment

30%

Case analysis is due in week 6 and case report in week 9

Examination

50%

To be advised

A student’s final mark is normally the sum of the marks obtained in all of the individual assessment items in the unit.

Second marking In the Faculty of Business and Economics, all of the following assessment items graded as a fail by the first marker are blind marked by a second marker: ● ●

examination papers in-semester assessment items worth 20% or more

Return of final marks

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Faculty policy states that 'the final mark that a student receives for a unit will be determined by the Board of Examiners taking into account all aspects of assessment'. The final mark for this unit will be released by the Board of Examiners on the date nominated in the Faculty Calendar. Student results will be accessible through the my.monash portal.

Exam viewing Feedback on student performance in examinations and other end-of-semester assessment is required. The feedback should be in accordance with the University's procedures on Unit Assessment. Details of the examination script viewing arrangements set down by the Faculty of Business and Economics are available athttps://www.monash.edu/business/current-students /forms-and-guidelines/policies-and-procedures/examination-feedback-procedure

Assessment criteria Assessment Criteria Grading Descriptors available at: https://www.monash.edu/__data/assets/pdf_file/0006/801690/Assessment-in-Coursework-UnitsGrading-and-Marking-Procedures.pdf

Assessment requirements Hurdle requirement There is a hurdle requirement in this unit.The hurdle requirement isthat students must attain a mark of at least 50% in the Final Exam / Final Major Assessment Task. A student's final mark is normally the sum of the marks obtained in all of the assessment tasks in the unit.Where a student does not meet the hurdle requirement, the maximum mark that may be returned for the unit is 48.

Assessment tasks Assessment task title:Weekly online multiple choice tests Due Date: Date:Students must submit their test answers weekly within 90 elapsed minutes after starting each test, and no later than the scheduled cut-off time: start time of the next lecture. Weighting/Value: Weighting/Value:10% Details of Task: Online multiplechoice tests are to be completed by individual students. These tests are designed to encourage students to incrementally build on their understanding of the unit. Marks available The online multiple choice tests will account for 10% of the total marks for this unit. There areeleven tests in total, each worth 1% of the marks. Only the ten best results are included in the calculation of the final marks awarded for this assessment component. The online multiple choice tests will be assessed via Moodle.

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Date, time & location Multiple choice tests are released weekly at the scheduled end of lectures 1-11. Instructions to students Access the multiple choice test from the Moodle website for this unit. Release date: Every week after lecture Word limit: Not applicable Presentation requirements: Not applicable Estimated return date: Test results will be provided online. It is the student's responsibility to keep a record of their marks and feedback provided online. Criteria for marking: Not applicable Learning objectives assessed: ● ● ●

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

Submission details: Access is via Moodle website for this unit. Penalties for late lodgement: Extensions of time are not permitted. Students can apply for special consideration whenever they miss a weekly cut-off (lecture start times from weeks 2-12). All applications for an extension of the time allocated to an assessment task must be made in writing to the Unit Leader. Approval, if granted, will be in writing. The system does not permit access after cut-off times. Assessment coversheet: Not applicable Additional information: Not applicable

Assessment task title:Weekly lab exercises Due Date: Date:Every week during the labs (tutorials) Weighting/Value: Weighting/Value:10% Details of Task: Weekly lab exercises are to be completed by individual students in the weekly lab sessions. These exercises involve applying relevant analytical techniques discussed in the lecture to solve mini-case type tasks every week in the labs (tutorials). These exercises are designed to provide hands-on training in applying different analytical techniques to solve real world marketing problems. Marks available Weekly lab exercises will account for 10% of the total marks for this unit. There areten exercises in total, each worth 1% of the marks. These exercises will be assessed by teaching associates every week during the labsessions.

Date, time & location Exercises are released during the weekly lab sessions in weeks 2-11. 

Release date: Every week during the labs

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Word limit: Not applicable Presentation requirements: Not applicable Estimated return date: Results will be provided at the end of each lab session. It is the student's responsibility to keep a record of their marks and feedback provided. Criteria for marking: marking:Lab exercises will be assessed by teaching associates at the end of each lab (tutorial) and will be assigned one of the three potential grades below.  1  - If the exercise has been completed satisfactorily 0.5 - If the exercise is partially complete or needs improvement  0  - If the exercise is incomplete or incorrect  Learning objectives assessed: ● ● ●

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

Submission details: Lab exercises must be completed during the weekly lab sessions (tutorials) Penalties for late lodgement: Extensions of time are not permitted. Students can apply for special consideration whenever they miss a weekly lab.Approval, if granted, will be in writing and an alternate assessment will be provided.  Assessment coversheet: Not applicable Additional information: Not applicable

Assessment task title:Case assignment Due Date: Date:Case analysis is due in week 6 and case report in week 9 Weighting/Value: Weighting/Value:30% Details of Task: Case assignment covers topics that span 2-3 weeks of lecture and lab exercises. This assignment involves analysing the given data using appropriate metrics/models, interpreting results, developing recommendations and writing a brief report. Instructions to students 1.Mini-cases are for individual students. Collusion is not permitted. 2. Mini-casereport is to be completed in the Report Template provided in Moodle.Formatted appendices that may include tables, charts or other relevant diagrams should be submitted with your report. 3.Students are required to retain a copy of all submitted mini-assignments until results are finalised. 4. Case assignment will be released in week 4 and should be submitted in two stages. First,the data analysis is due in week 6. Then, the case report is due in week 9. Release date: Week 4

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Word limit: 1500 words for the report; word limit not applicable for the analysis Presentation requirements: Not applicable ...