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Marketing decision systems (6 points)


Leader: To be advised

Not offered in 2003.

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.

Assessment: Assignments, 4P simulator: 10% + Report: 10% + Computer examination (3 hours): 40% + Written examination (1.5 hours): 40%

Contact Hours: 2-hour lecture and 1-hour computer laboratory per week

Prerequisites: MKX9160

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