Monash University Handbook 2010 Undergraduate - Unit

Synopsis

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

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 (2 hours): 60%

Chief examiner(s)

David Stewart

Contact hours

3 hours class contact or equivalent per week

Prerequisites

MKF2121

Prohibitions

MCK2130, MKW2131