Leader: Dr David Stewart and Dr Ann Mitsis

Offered

Caulfield First semester 2008 (Evening)
Caulfield Second semester 2008 (Day)

Synopsis

Quantitative analysis for marketing, response models, segmentation and targeting, positioning analysis, decision analysis, conjoint analysis; advertising decision models, pricing decisions.

Objectives

The learning objectives of this unit are to:

• develop a capability for applying marketing models to a range of marketing phenomena;
• equip students with the ability to interpret output and develop management recommendations;
• appreciate the assumptions and limitations of marketing models.

Assessment

Within semester assessment: 40%
Examination (2 hours): 60%

Contact hours

3 Hours class contact or equivalent per week

Prerequisites

ETX1100 or PSY1022, MKF2121, MKF1120