MKC2130 - Marketing decision analysis

Leader(s): Dr David Stewart

Offered

Clayton Second semester 2009 (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 and MKC2500

Prohibitions

MKF2131, MKW2131