Monash University Handbook 2011 Undergraduate - Unit

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.

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:

1. develop a capability for applying marketing models to a range of marketing phenomena
2. equip students with the ability to interpret output and develop management recommendations
3. 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 per week

Prerequisites

MKF2121

Prohibitions

MKC2130, MKW2131