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
