Clayton Second semester 2008 (Day)
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.
Within semester assessment: 40%
Examination (3 hours): 60%
3 Hours class contact or equivalent per week