MKW2131

Marketing support systems ( 6 points, SCA Band 2, 0.125 EFTSL)

Leader: Dr David Stewart

Offered:
Not offered in 2005.

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%

Contact Hours: 3 Hours class contact or equivalent per week

Prerequisites: MKW1120 and either ETW1031 or ETW2111