MKW2131

Marketing support systems

(BUS)

Not offered in 2001

6 points + Second semester + 2-hour lecture and 1-hour computer laboratory per week + Prerequisites: MKW1120 and either ETW1031 or ETW2111

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. Emphasis is placed on developing abilities to apply quantitative techniques to practical marketing decisions and on integrating objective marketing decision making with the concepts of qualitative marketing subjects, microeconomics and management accounting.

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