Undergraduate - UnitMKC2130 - Marketing decision analysis

This unit entry is for students who completed this unit in 2015 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.

Level	Undergraduate
Faculty	Faculty of Business and Economics
Organisational Unit	Department of Marketing
Offered	Clayton Second semester 2015 (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: 50%
Examination: 50%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

Chief examiner(s)

Dr Satheesh Seenivasan

Prerequisites

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

Prohibitions

MKF2131, MKW2131