MKF2131

Marketing support systems

(BUS)

To be advised

6 points + 2-hour lecture and 1-hour computer laboratory per week + First and second semester + Caulfield + Prerequisites: MKF1131, MKF1120 or MKW1120

Synopsis: Decision support systems in marketing, characterising marketing environments, time series analysis, growth models, repeat purchase models, marketing response models, dynamic advertising response models, and an introduction to decision theory.

Assessment: Assignments: 10% + Computer examination (3 hours): 45% + Written examination (1.5 hours): 45%