Marketing support systems
Dr Robin Pollard
6 points * One 2-hour lecture and one 1-hour tutorial per week * First, second semester * Caulfield Prerequisites: MKT113, MKT1120
Objectives On completion of this subject students should be able to: discuss the importance of an objective approach to business decision making; explain the role of quantitative techniques to assist decision making; explain the assumptions underlying a range of forecasting and response modelling tools for analysing a typical marketing situation; explain how decision theory can be combined with modelling tools to assist business decision making under conditions of uncertainty and be capable of implementing forecasting, response modelling and decision theory tools on spreadsheets to analyse typical marketing situations and/or decisions.
Synopsis Decision support systems in marketing, characterising marketing environments, time series analysis, growth models, repeat purchase models, marketing response models, dynamic advertising response models, consumer behaviour models and decision theory; a hands on subject with theoretical techniques applied to practical situations using spreadsheets.
Assessment Assignments: 40% * Final examination (3 hours): 60%