Marketing support systems
Dr Robin Pollard
6 points
* One 2-hour lecture and one 1-hour computer laboratory per
week
* First, second semester
* Caulfield
* Prerequisites: MKT1131,
MKT1120
Objectives Upon completing this subject, students should be able to: (i) analyse quantitative market information to determine the basic structure and key factors of a market and its environment; (ii) evaluate the effects of competitive marketing mix inputs on sales and market share; (iii) select and develop effective models so that rational marketing decisions can be made, alternative scenarios evaluated, and marketing mix decisions optimised. Students will become proficient in constructing spreadsheets to assist marketing decisions, in using marketing data to test hypotheses and draw sound inferences, and in forecasting sales.
Synopsis Decision support systems in marketing, characterising marketing environments, time series analysis, growth models, repeat purchase models, marketing response models, dynamic advertising response models, consumer behaviour models and decision theory. Emphasis is placed on developing abilities to apply quantitative techniques to practical marketing decisions and on integrating objective marketing decision making with the concepts of qualitative marketing subjects, microeconomics and management accounting.
Assessment Assignments: 10%
* Computer examination (3 hours): 45%
* Written examination (1.5 hours): 45%
* Satisfactory performance
during the semester is required.
Recommended texts
Pollard R J Quantitative techniques in marketing Department of Marketing, Monash University, 1995
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