Marketing decision systems
Mr Geoff Alford
6 points * One 2 -hour lecture and one 1-hour tutorial per week * Second semester * Caulfield, In-house * Prerequisite: MKT6160
Synopsis Review of marketing decision-making concepts and tools, modelling marketing phenomena, including forecasting and response models; solving marketing problems using statistical tools and computer spreadsheets; the concept of marketing decision support systems; integrating marketing models and budgeting principles.
Assessment Written project (2000 words): 20% * Written and spreadsheet project (4000 words): 40% * Final examination (3 hours): 40%