MKC2130

Marketing decision analysis ( 6 points, SCA Band 2, 0.125 EFTSL)

Leader: Dr David Stewart

Offered:
Clayton Second semester 2006 (Day)

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(s): 40% + Examination (3 hours): 60%

Contact Hours: 3 Hours class contact or equivalent per week

Prerequisites: MKC1200, ETC1000, MKC2500

Prohibitions: MKF2131