MKC2130

Marketing decision support systems

(BUS)

To be advised

6 points + 1-hour lecture and 2-hour computer laboratory per week + First semester Clayton + Prerequisites: either ETC1031 or ETC1032, ECC1000 and MKC2200 + Prohibition: MKF2131

Synopsis: Decision support systems in marketing, characterising marketing environments, new product diffusion, repeat purchase models, market share analysis, generalised response models (for the univariate and the multivariate market mix), dynamic advertising response, advertising allocation (geographic and temporal) and decision theory applied to competitor response.

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