Undergraduate - UnitMKF2131 - Marketing decision analysis

This unit entry is for students who completed this unit in 2012 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

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6 points, SCA Band 3, 0.125 EFTSL

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

Level	Undergraduate
Faculty	Faculty of Business and Economics
Offered	Caulfield First semester 2012 (Evening) Caulfield Second semester 2012 (Day)
Coordinator(s)	Mr Satheesh Seenivasan

Synopsis

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

Outcomes

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)

Dr Satheesh Seenivasan

Contact hours

3 hours per week

Prerequisites

MKF2121

Prohibitions

MKC2130, MKW2131