Monash University Handbook 2010 Undergraduate - Unit

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.

Objectives

The learning goals associated with 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 (3 hours): 60%

Chief examiner(s)

David Stewart

Contact hours

3 hours class contact or equivalent per week

Prerequisites

Students must have passed MKC1200 and ETC1000 before undertaking this unit.

Prohibitions

MKF2131, MKW2131