Monash University Handbooks 2008

MKC2130 - Marketing decision analysis

6 points, SCA Band 3, 0.125 EFTSL

Undergraduate Faculty of Business and Economics

Leader: Dr David Stewart

Offered

Clayton Second semester 2008 (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

Within semester assessment: 40%
Examination (3 hours): 60%

Contact hours

3 Hours class contact or equivalent per week

Prerequisites

MKC1200, ETC1000, MKC2500

Prohibitions

MKF2131

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