Undergraduate - UnitMKC2130 - Marketing decision analysis

This unit entry is for students who completed this unit in 2013 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

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Level	Undergraduate
Faculty	Faculty of Business and Economics
Organisational Unit	Department of Marketing
Offered	Clayton Second semester 2013 (Day)
Coordinator(s)	Dr Satheesh Seenivasan

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.

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: 60%

Chief examiner(s)

Dr Satheesh Seenivasan

Contact hours

3 hours per week

Prerequisites

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

Prohibitions

MKF2131, MKW2131